Top-down expectation effects of food labels on motivation

The neural model of front-of-package label processing

Front-of-package (FOP) labels have been adopted in many countries to battle the obesity pandemic and its serious health consequences by providing clearer and easier-to-understand nutrition and health information. The effectiveness of FOP labels has been generally confirmed, with some contextual and individual factors modifying their effectiveness. Existing theories (eg, the dual-process theory) and shifting priorities for self-control, provide some explanations for the FOP label effect. However, the cognitive and neural mechanisms underlying the processing of FOP labels remain unknown. Here, a new model, namely, the neural model of FOP label processing, has been proposed to fill this gap by providing an integrated account of FOP label processing while simultaneously considering multiple important situational and individual factors in the same framework. This neural model is built on the core eating network (ie, the ventral reward pathway and the dorsal control pathway) for food cue processing and actual food consumption. The new model explains how FOP labels may facilitate attention, influence the core eating network, and thus alter food choices. It also demonstrates how motivation may modify FOP label processing in 2 ways: affecting attention (the indirect way) and changing the process of evaluating the food (the direct way). It further explains how some contextual and individual factors (eg, ego depletion, time pressure, and health knowledge) influence the process. Thus, the neural model integrates evidence from behavioral, eye-tracking, and neuroimaging studies into a single, integrated account, deepening understanding of the cognitive and neural mechanisms of FOP label processing. This model might facilitate consensus on the most successful FOP label. Moreover, it could provide insights for consumers, food industries, and policy makers and encourage healthy eating behaviors.

Food go/no-go training alters neural circuits for food evaluation for appetite reduction

Food go/no-go training has been traditionally categorized as a type of inhibitory training that decreases the desire for high-calorie food consumption. This training requires participants to either respond or withhold their responses to presented items with go cues or food items with no-go cues, respectively. Recent findings have suggested that this training may devalue food items associated with no-go cues instead of facilitating inhibitory control, leading to reduced food consumption. We thus hypothesized that food go/no-go training would alter the brain response to food items with no-go cues in food evaluation regions. To examine this hypothesis, we conducted a repeated measures functional magnetic resonance imaging using food images in healthy participants, who underwent 3 weeks of food go/no-go training (n = 26) using high- and low-calorie food items paired with no-go cues (no-go food) and go cues (go food), respectively, and control training (n = 24). The food go/no-go training reduced the ratings for the desire to eat no-go foods and increased the ratings for go foods. The reduction in no-go food rating was positively associated with a decrease in daily snack intake. The neural responses in the food evaluation regions increased for go foods. Moreover, the functional connectivity of those regions was altered. The food go/no-go training did not decrease impulsivity traits or increase restrained eating, which are associated with inhibitory control. Overall, food go/no-go training influenced the brain regions associated with food evaluation, thus devaluating no-go foods and reducing the daily snack intake. Accordingly, food go/no-go training could promote healthier food choices.

Differential Orbitofrontal Cortex Responses to Chocolate Images While Performing an Approach-Avoidance Task in the MRI Environment

Background: Chocolate is one of the most frequently craved foods, and it often challenges self-regulation. These cravings may be underpinned by a neural facilitation of approach behavior toward chocolate. This preregistered study investigated the behavioral and neural correlates of such a bias using functional magnetic resonance imaging (fMRI) and reaction times (RTs). Methods: A total of n = 30 frequent chocolate eaters performed a relevant-feature approach-avoidance task (AAT) in the MRI scanner using buttons to enlarge (approach) or to shrink (avoid) pictures of chocolate and inedible control objects. We tested (a) whether implicit RT-based approach biases could be measured in a supine position in the scanner, (b) whether those biases were associated with activity in reward-related brain regions such as the insula, amygdala, striatum, and orbitofrontal cortex (OFC), and (c) whether individual RT-based bias-scores correlated with measures of chocolate craving. Results: Behaviorally, we found a highly reliable approach bias toward chocolate, defined by faster RTs in the compatible conditions (approach chocolate, avoid objects) compared to the incompatible conditions (avoid chocolate, approach objects). Neurally, this compatibility effect involved activity in the left medial OFC, a neural response that was positively correlated with individual approach bias scores. Conclusions: This study shows that the relevant feature AAT can be implemented in an fMRI setting in a supine position using buttons. An approach bias toward chocolate seems related to medial OFC activation that might serve to devalue chocolate when it has to be avoided. Our demonstration of neural and behavioral approach biases for chocolate underscores the need for stimulus-specific cognitive trainings to support healthy consumption and successful self-regulation.

Neural correlates of food labels on brand, nature, and nutrition: An fMRI meta-analysis

Eating is an essential act of our everyday life, and it involves complicated cognitive appraisal and gustatory evaluation. This study meta-analyzed the functional magnetic resonance imaging (fMRI) studies about food labels on brand, nature and nutrition. Web of Science Core Collection (WoS), Scopus, and PubMed were queried to identify human fMRI studies written in English and published in peer-reviewed journals and used taste or food related labels. Studies were excluded if they reported no results from taste/food related stimuli versus control, no task-based fMRI results, or no results from whole-brain analysis. Nineteen studies entered the analysis. Results for the meta-analysis on food nutrition revealed that the precuneus on the right hemisphere was significantly activated, a brain region related to internal mentation of self-consciousness and nutritional evaluation. Results for the overall analysis on all 19 studies, the analysis on food brand, and the analysis on food nature revealed no significant brain regions. Food nutrition labels were generally processed by brain regions related to internal mentation of self-consciousness and nutritional evaluation. However, the neural correlates of labels of food brand and food nature were inconsistent across studies. More future studies are needed to better understand the cognitive processing of different kinds of food labels in our brain.

Effect of Warning Labels on Consumer Motivation and Intention to Avoid Consuming Processed Foods

Nutritional warnings (NWs) as a front-of-package label were implemented as a public policy aiding consumers with recognizing processed foods with high levels of critical nutrients (sodium, saturated fats, carbohydrates, and calories). However, in spite of this tool being well positioned in consumer decision making, there is little extant knowledge about the relationship between the message sent by NW, nutritional knowledge, consumer motivation, and the intention to avoid consuming processed foods. To understand these dimensions’ relations, a theoretical model was created and subsequently tested through structural equations. We applied a survey to 807 home food purchasing decision makers. The results show that the direct effect of NW messages raises the intention to avoid processed foods, while eating motivation is negative in its direct effect on the same avoidance intention. However, the message sent by NWs had a mediating effect between the intentions to avoid processed food and eating motivation but showed no such effect on nutritional knowledge. This suggests that the message sent by NWs was able to turn negative eating motivation into positive eating motivation to avoid processed foods. In conclusion, NWs help mitigate eating motivations, as well as boost the intention to avoid processed foods.

Sensory Features Introduced by Brewery Spent Grain with Impact on Consumers' Motivations and Emotions for Fibre-Enriched Products

The aim of this work was both to formulate three different fibre-enriched products by the addition of Brewery Spent Grain (BSG), and to evaluate the impact of this fibre enrichment on sensory quality, acceptability, and purchase intention under blind conditions. BSG was incorporated into bread, pasta, and chocolate milk at levels of 8.3%, 2.8%, and 0.35% (w/w), respectively. The fibre-enriched products and their regular counterparts were evaluated together by consumers through a CATA questionnaire, the EsSense 25 Profile, an overall acceptability rating, and a purchase intention ranking. Although fibre-enriched bread and chocolate milk ranked lower in overall acceptability compared with their counterparts, no significant difference was found for fibre-enriched pasta (p > 0.05). Purchase intention did not differ significantly for both bread and pasta (p > 0.05), yet the reasons for purchasing them differed significantly (p < 0.05). Consumers recognised the fibre enrichment in these two products and, therefore, were willing to partially compromise on sensory attributes. The fibre-enriched chocolate milk, nonetheless, scored significantly (p < 0.05) lower in purchase intention than the control. This work demonstrates that the effect of BSG addition is product-specific, and that fibre perception makes consumers feel more confident.

Effect of information about mandarin internal maturity on consumer hedonic and sensory expectations: a cross-cultural study in Spain and Mexico

BACKGROUND

Under certain climate conditions, citrus fruit may reach optimum internal maturity while the rind is still green. It is therefore customary to enhance skin colour changes by submitting early citrus varieties to ethylene degreening treatment, which implies a cost and may result in external disorders. In this study, the effect on consumer expectations (sensory and hedonic) of providing them with information about the internal maturity of non-degreened mandarins (greenish-coloured rind) was evaluated.

RESULTS

Mandarins with three different external colour indices (CI), CI = -6, CI = +1 and CI = +5, and three ways of conveying information, were investigated: (i) No information (NoInfo), (ii) The text 'Mandarins ready to eat' (Text) and (iii) Text + Visualisation of mandarin flesh (orange-coloured in all cases) (Text+Flesh). Consumer expected liking, purchase intention and sensory expectations were markedly affected after receiving the different information types. The greatest effect was detected when Text+Flesh information was provided. Rind mandarin colour was also a determinant factor of how consumer expectations were modified by the received information. Moreover, our results revealed some differences among Spanish and Mexican consumers, since maturity information had a stronger effect on hedonic expectations of Mexican consumers.

CONCLUSIONS

When mandarins reach CI = +5 (pale orange-coloured rind with small areas still green), letting consumers know that mandarins are ready to eat by means of Text+Flesh information may be a non-cost strategy to avoid degreening treatment or to shorten its length. © 2021 Society of Chemical Industry.

Brain responses to anticipating and receiving beer: Comparing light, at-risk, and dependent alcohol users

Impaired brain processing of alcohol‐related rewards has been suggested to play a central role in alcohol use disorder. Yet, evidence remains inconsistent and mainly originates from studies in which participants passively observe alcohol cues or taste alcohol. Here, we designed a protocol in which beer consumption was predicted by incentive cues and contingent on instrumental action closer to real life situations. We predicted that anticipating and receiving beer (compared with water) would elicit activity in the brain reward network and that this activity would correlate with drinking level across participants.

The sample consisted of 150 beer‐drinking males, aged 18 to 25 years. Three groups were defined based on alcohol use disorders identification test (AUDIT) scores: light drinkers (n = 39), at‐risk drinkers (n = 64), and dependent drinkers (n = 47). fMRI measures were obtained while participants engaged in the beer incentive delay task involving beer‐ and water‐predicting cues followed by real sips of beer or water.

During anticipation, outcome notification and delivery of beer compared with water, higher activity was found in a reward‐related brain network including the dorsal medial prefrontal cortex, orbitofrontal cortex, and amygdala. Yet, no activity was observed in the striatum, and no differences were found between the groups.

Our results reveal that anticipating, obtaining, and tasting beer activates parts of the brain reward network, but that these brain responses do not differentiate between different drinking levels.

That's My Cue to Eat: A Systematic Review of the Persuasiveness of Front-of-Pack Cues on Food Packages for Children vs. Adults

Packaging is increasingly recognized as an essential component of any marketing strategy. Visual and informational front-of-pack cues constitute salient elements of the environment that may influence what and how much someone eats. Considering their overwhelming presence on packaging of non-core foods, front-of-pack cues may contribute to the growing rates of overweight and obesity in children and adults. We conducted a systematic review to summarize the evidence concerning the impact of front-of-pack cues on choices and eating behaviors. Four electronic databases were searched for experimental studies (2009-present). This resulted in the inclusion of 57 studies (in 43 articles). We identified studies on children (3-12 years) and adults (≥ 18 years), but no studies on adolescents (12-18 years). The results suggest that children and adults are susceptible to packaging cues, with most evidence supporting the impact of visual cues. More specifically, children more often choose products with a licensed endorser and eat more from packages portraying the product with an exaggerated portion size. Adults' eating behaviors are influenced by a range of other visual cues, mainly, package size and shape, and less so by informational cues such as labels.

Red for "Stop": "Traffic-Light" Nutrition Labels Decrease Unhealthy Food Choices by Increasing Activity and Connectivity in the Frontal Lobe

Food labels comprise a national health-intervention policy that informs consumers of food-product nutritional value. Previous evidence has indicated that, compared to a purely numeric guideline-daily-amount label, a traffic-light-inspired, color-coded label more effectively conveys the nutritional level and increases the selection of healthier products. Therefore, we used functional magnetic resonance imaging to assess the mechanism whereby traffic-light and guideline-daily-amount labels influence food-related decision-making. Forty-four female dieters (age, mean = 20.0, standard deviation = 1.45 years) were recruited to participate in a food-choice task; healthy or unhealthy food options were presented with color-coded traffic-light or purely numeric guideline-daily-amount labels, and the participants were asked to state their preference. We found that, compared with the guideline-daily-amount label, a salient, red traffic-light label potentially reduced unhealthy food-related decision-making and activated the superior medial frontal gyrus and the supplementary motor area, which are implicated in the execution of responses and motor inhibition. For the same stimulus contrast, we also found increased activation in the anterior cingulate cortex, which is associated with salient information monitoring. Finally, we found stronger functional connectivity between the anterior cingulate cortex and inhibitory regions (inferior and middle frontal gyri) under red-traffic-light than under guideline-daily-amount label conditions. These results suggest that traffic-light-inspired labels may be a more effective means of public-policy intervention than are numeric labels conveying guideline daily amounts.

Evaluation of Some Ingredients and Energy Content on Front-of-Pack Cereal Bar Labeling as Drivers of Choice and Perception of Healthiness: A Case Study with Exercisers

The objective of this study was to explore the drivers of choice and perceptions of healthiness that specific ingredient or energy content information displayed on the front-of-pack label of cereal bars triggers among different groups of consumers. The participants (18 to 50 years old), classified as exercisers (n = 103, 52 women) or nonexercisers (n = 101, 51 women), completed a questionnaire and then rated their interest using images of cereal bars that varied in four characteristics ("With fruit," "With chocolate," "High protein," and calorie content). Conjoint analysis showed that the most important motives were associated with the convenience, pleasure/indulgence and liking dimensions, which did not differ between groups. These were followed by two other motives introduced in this study: energy/physical activity and satiety, in which the exercisers showed a distinctively higher level of interest than the nonexercisers. Chocolate and a low calorie content were the outstanding drivers of interest, at similar levels for both groups. A high protein content claim increased the interest of all participants, but more so for exercisers and for men. Fruit had a low impact on interest, which was only significant for women. These results indicate that front-of-pack label information influences choice in a distinctive way for some targeted population groups. PRACTICAL APPLICATION: This study contributes knowledge about the impact that front-of-pack label information about certain ingredients and the energy content has on the motives and drivers for snack choices and perceptions of healthiness. The results contribute interesting results on the behavior of some consumer segments, in particular, exercisers and people involved in fitness activities, who are supposed to have special dietary needs.

Intensity-related distribution of sweet and bitter taste fMRI responses in the insular cortex

The human gustatory cortex analyzes the chemosensory properties of tastants, particularly the quality, intensity, and affective valence, to determine whether a perceived substance should be ingested or rejected. Among previous studies, the spatial distribution of taste intensity-related activations within the human insula has been scarcely addressed. To spatially characterize a specialized or distributed nature of the cortical responses to taste intensities, a functional magnetic resonance imaging study was performed at 3 T in 44 healthy subjects where sweet and bitter tastants were administered at five increasing concentrations and cortex-based factorial and parametric analyses were performed. Two clusters in the right middle-posterior and left middle insula were found specialized for taste intensity processing, exhibiting a highly nonlinear profile across concentrations. Multiple clusters were found activated by sweet and bitter taste stimuli at most concentrations, in the anterior, middle-posterior, and inferior portion of the bilateral insula. Across these clusters, respectively, for the right and left insula, a superior-to-inferior and an anterior-to-posterior spatial gradient for high-to-low concentrations were observed for the most responsive intensity of both tastes. These findings may gather new insights regarding how the gustatory cortex is spatially organized during the perceptual processing of taste intensity for two basic tastants.