The event-related potential elicited by taste-visual cross-modal interference

The Tactile-Visual Conflict Processing and Its Modulation by Tactile-Induced Emotional States: An Event-Related Potential Study

This experiment used event-related potentials (ERPs) to study the tactile-visual information conflict processing in a tactile-visual pairing task and its modulation by tactile-induced emotional states. Eighteen participants were asked to indicate whether the tactile sensation on their body matched or did not match the expected tactile sensation associated with the object depicted in an image. The type of tactile-visual stimuli (matched vs. mismatched) and the valence of tactile-induced emotional states (positive vs. negative) were manipulated following a 2 × 2 factorial design. Electrophysiological analyses revealed a mismatched minus matched negative difference component between 420 and 620 ms after stimulus onset in the negative tactile-induced emotional state condition. This ND420-620 component was considered as a sign of the cross-modal conflict processing during the processing of incongruent tactile-visual information. In contrast, no significant mismatched minus matched negative difference component was found in the positive tactile-induced emotional state condition. Together, these results support the hypothesis that a positive emotional state induced by a positive tactile stimulation improves tactile-visual conflict processing abilities.

Affective Face Processing Modified by Different Tastes

Facial emotional recognition is something used often in our daily lives. How does the brain process the face search? Can taste modify such a process? This study employed two tastes (sweet and acidic) to investigate the cross-modal interaction between taste and emotional face recognition. The behavior responses (reaction time and correct response ratios) and the event-related potential (ERP) were applied to analyze the interaction between taste and face processing. Behavior data showed that when detecting a negative target face with a positive face as a distractor, the participants perform the task faster with an acidic taste than with sweet. No interaction effect was observed with correct response ratio analysis. The early (P1, N170) and mid-stage [early posterior negativity (EPN)] components have shown that sweet and acidic tastes modified the ERP components with the affective face search process in the ERP results. No interaction effect was observed in the late-stage (LPP) component. Our data have extended the understanding of the cross-modal mechanism and provided electrophysiological evidence that affective facial processing could be influenced by sweet and acidic tastes.

Towards a neural model of creative evaluation in advertising: an electrophysiological study

Although it is increasingly recognized that evaluation is a key phase for a two-fold creativity model, the neural model is not yet well understood. To this end, we constructed a theoretical model of creative evaluation and supported it with neural evidence through event-related potentials (ERPs) technology during a creative advertising task. Participants were required to evaluate the relationship between target words and advertising that systematically varied in novelty and usefulness. The ERPs results showed that (a) the novelty-usefulness and novelty-only conditions evoked a larger N1-P2 amplitude, reflecting an automatic attentional bias to novelty, and (b) these two novelty conditions elicited a larger N200-500 amplitude, reflecting an effort to process the novel content; (c) the novelty-usefulness and usefulness-only conditions induced a larger LPC amplitude, reflecting that valuable associations were formed through retrieval of relevant memories. These results propose a neural model of creative evaluation in advertising: the N1-P2, N200-500, and LPC should be the key indices to define three sub-processes of novelty perception, conception expansion, and value selection, respectively.

The Neural Basis of Taste-visual Modal Conflict Control in Appetitive and Aversive Gustatory Context

The functional magnetic resonance imaging (fMRI) technique was used to investigate brain activations related to conflict control in a taste-visual cross-modal pairing task. On each trial, participants had to decide whether the taste of a gustatory stimulus matched or did not match the expected taste of the food item depicted in an image. There were four conditions: Negative match (NM; sour gustatory stimulus and image of sour food), negative mismatch (NMM; sour gustatory stimulus and image of sweet food), positive match (PM; sweet gustatory stimulus and image of sweet food), positive mismatch (PMM; sweet gustatory stimulus and image of sour food). Blood oxygenation level-dependent (BOLD) contrasts between the NMM and the NM conditions revealed an increased activity in the middle frontal gyrus (MFG) (BA 6), the lingual gyrus (LG) (BA 18), and the postcentral gyrus. Furthermore, the NMM minus NM BOLD differences observed in the MFG were correlated with the NMM minus NM differences in response time. These activations were specifically associated with conflict control during the aversive gustatory stimulation. BOLD contrasts between the PMM and the PM condition revealed no significant positive activation, which supported the hypothesis that the human brain is especially sensitive to aversive stimuli. Altogether, these results suggest that the MFG is associated with the taste-visual cross-modal conflict control. A possible role of the LG as an information conflict detector at an early perceptual stage is further discussed, along with a possible involvement of the postcentral gyrus in the processing of the taste-visual cross-modal sensory contrast.

The taste-visual cross-modal Stroop effect: An event-related brain potential study

Event-related potentials (ERPs) were recorded to explore, for the first time, the electrophysiological correlates of the taste-visual cross-modal Stroop effect. Eighteen healthy participants were presented with a taste stimulus and a food image, and asked to categorize the image as "sweet" or "sour" by pressing the relevant button as quickly as possible. Accurate categorization of the image was faster when it was presented with a congruent taste stimulus (e.g., sour taste/image of lemon) than with an incongruent one (e.g., sour taste/image of ice cream). ERP analyses revealed a negative difference component (ND430-620) between 430 and 620ms in the taste-visual cross-modal Stroop interference. Dipole source analysis of the difference wave (incongruent minus congruent) indicated that two generators localized in the prefrontal cortex and the parahippocampal gyrus contributed to this taste-visual cross-modal Stroop effect. This result suggests that the prefrontal cortex is associated with the process of conflict control in the taste-visual cross-modal Stroop effect. Also, we speculate that the parahippocampal gyrus is associated with the process of discordant information in the taste-visual cross-modal Stroop effect.