Too Tasty to Be Ignored

Reaching Out for Food: How Food Incentives Modulate Peripersonal Space Perception

Two experiments were conducted to determine, first, whether food items influence participants’ estimations of the size of their subjective peripersonal space. It was of particular interest whether this representation is influenced by satiated/hungry states and is differentially affected by valence and calorie content of depicted stimuli. Second, event-related brain potentials (ERPs) were used, in order to obtain information about the time course of the observed effects and how they depend on the spatial location of the food pictures. For that purpose, participants had to decide whether food items shown at various distances along a horizontal plane in front of them, were reachable or not. In Experiment 1, when participants were hungry, they perceived an increase of their peripersonal space modulated by high-calorie items which were experienced as being more reachable than low-calorie items. In Experiment 2, the reachability findings were replicated and early and late components of ERPs showed an attentional enhancement in far space for food items when participants were hungry. These findings suggest that participants’ subjective peripersonal space increased while being hungry, especially for high-calorie contents. Attention also seems to be oriented more strongly to far space items due to their expected incentive-related salience, expanding the subjective representation of peripersonal space.

Increased Preference and Value of Consumer Products by Attentional Selection

It is usually assumed that individuals base their preferences for products or other items on the utility or value associated with the items. However, there is evidence that the attentional selection of an item alone already modulates the preference for that item. This has been shown, for instance, in preference choice tasks with unknown consumer products. Products that served as targets in a preceding visual search task were preferred to former distractor products. However, it is unclear whether such effects can also be observed when individuals have pre-existing attitudes toward products and whether attentional selection can change the perceived value of products. Hence, the aim of the present research was to replicate the attentional-selection effect on choice with known products and examine whether selective attention affects the perceived value of products beyond choosing the items. In two experiments, we replicated the attentional-selection effect on item preference in a choice task. Items that had served as targets in the search task were preferred to previous distractors. Introducing a response deadline in the preference-choice task in Experiment 2 did not further increase this effect. However, the value of former targets was rated higher than that of former distractors. Hence, the present results indicate that attentional selection not only affects preference choices but can also increase the value of attended and selected items.