THE INFLUENCE OF AUDITORY CUES ON THE PERCEPTION OF, AND RESPONSES TO, FOOD AND DRINK

Distraction suppresses high-fat flavor perception

Distraction during eating contributes to overeating, and when habitually eating with distraction, this may contribute to the development of obesity. One of the proposed mediating mechanisms is the suppression of intensity perception in odor and taste. The effect of distraction on fat intensity perception in flavor, the multisensory combination of odor, taste, and other sensory aspects, is still unknown. In this study, 32 participants (22 women) performed a flavor perception task while also performing a distracting working memory task. In each trial, participants were instructed to observe and memorize a string of 3 (low cognitive load) or 7 (high cognitive load) consonants. Then they received a small quantity of a high- or low-fat chocolate drink, and after that, they were asked to select the string they tried to memorize from three answer options. Last, they rated the intensity and fattiness of the flavor. As intended, in the working memory task, we observed that with a high cognitive load (relative to a low cognitive load), accuracy decreased and response times increased. Regarding perception of the flavors, we observed that overall, high-fat drinks were rated as more intense and fattier. Cognitive load and fat content interacted, such that for the low-fat drink, intensity and fattiness ratings were similar under both cognitive loads; however, under the high cognitive load (relative to the low cognitive load), intensity and fattiness ratings for the high-fat drink were lower. Our results show that distraction can impact the perception of fat in high-fat drinks. If distraction primarily reduces perception of high-fat foods, this may pose a particular risk of overeating high-calorie foods.

An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study

As some previous research has highlighted, landscape characteristics are useful for improving the market share of some food products and the market power of companies in the agrifood sector. The purpose of this study is to verify whether the visual aesthetic quality of the landscape can influence food preferences and the willingness to pay for agrifood products. To this end, the preferences of 64 participants for three types of juice (orange, peach and pear) were analysed through a blind tasting experiment. Each participant tasted three pairs of fruit juices, one for each type of juice. The juices belonging to each pair were the same, but before tasting, the participants were shown two photos portraying the orchards where the fruits were produced, so participants were induced to think that the juices were different. The landscape associated with each pair of photographs had a different visual aesthetic quality (high or low). Participants were asked to provide three measures while tasting the juices: their overall juice assessment using a seven-point hedonic scale, the visual aesthetic quality of the photos on a seven-point Likert scale, and their willingness to pay as a percentage variation of the price that they usually pay to buy fruit juices. According to our results, the mean overall liking score and the mean willingness to pay percentage variation for the juices associated with a preferred landscape was higher and statistically different. Despite the need for further research, our results suggest that landscape acts as a proxy for quality in the evaluation of some food products and that the use of landscape photos could be a valid marketing strategy in agribusiness.

The sound of silence: Presence and absence of sound affects meal duration and hedonic eating experience

The interplay between external auditory cues in the eating environment and cognitive processes, such as distraction, may influence food intake, but how and the degree to which they do is unclear. We report an experiment designed to investigate the effects of different sonic atmospheres on meal duration, food intake and evaluations, and responses to the sonic eating environment. In a quasi-naturalistic cafeteria setting, participants (N = 248) were eating a lunch meal whilst being in one of four conditions: slow music, fast music, cafeteria noise, and silence. The results revealed that participants eating their lunch while exposed to some kind of background sound spent more time on their meal than those eating in silence. In terms of music tempo, slow music prolonged meal duration compared to fast music, but did not lead to increased intake. The appropriateness and liking of the sonic atmosphere were positively correlated with the overall pleasantness of the eating experience and liking of the food. The findings provide support for existing evidence documenting the importance of ambient sound in relation to food experiences and provide further insights into how individuals perceive and respond to sonic meal environments. Results are discussed in terms of recommendations for future design of eating environments in different contexts.

Why Taste Is Pharmacology

The chapter presents an argument supporting the view that taste, defined as the receptor-mediated signaling of taste cells and consequent sensory events, is proper subject matter for the field of pharmacology. The argument develops through a consideration of how the field of pharmacology itself is to be defined. Though its application toward the discovery and development of therapeutics is of obvious value, pharmacology nevertheless is a basic science committed to examining biological phenomena controlled by the selective interactions between chemicals - regardless of their sources or uses - and receptors. The basic science of pharmacology is founded on the theory of receptor occupancy, detailed here in the context of taste. The discussion then will turn to consideration of the measurement of human taste and how well the results agree with the predictions of receptor theory.

A human voice, but not human visual image makes people perceive food to taste better and to eat more: "Social" facilitation of eating in a digital media

Food tastes better and people eat more when eating with others compared to eating alone. Although previous research has shown that watching television facilitates eating, the influencing factors regarding video content are unclear. We compared videos of a person speaking with those of only objects (food and a cell phone) in Experiment 1, and videos of groups of four people talking in Experiment 2. Half of these videos presented human voices (including the objects-only video), while the other half had no audio. Results showed participants rated the popcorn as tasting better and consumed more when eating alone while listening to someone talking, irrespective of whether the person was present or absent in the video in Experiment 1. A similar result was found in Experiment 2, irrespective of the increased number of people talking in the video. In Experiment 3, we assessed to what extent human voices contributed to an increase in food intake and the perceived taste of food by substituting sine-wave speech (SWS) for human voices used in Experiment 1 and found that the perceived taste of food and food intake were not facilitated when participants watched videos with SWS. The present study indicates that the human voice plays a crucial role in the perceived taste of food and consumption amount when people eat alone while watching television. Suggestions to improve food enjoyment when dining alone are discussed.

The cognitive development of food taste perception in a food tourism destination: A gastrophysics approach

This study aims to explore the nature and processes involved in the cognitive development of food tourist's taste perception and identify cognitive factors influencing their food taste experience in the context of a food tourism destination. Adopting a gastrophysics approach, this exploratory qualitative research analyses food taste perceptions of Chinese domestic tourists during their visit to the Hangzhou Cuisine Museum and its associated restaurants. The findings suggest that prior knowledge formation as a manifestation of cognitive signs relating to Hangzhou cuisine and interpretive cognitive information acquired at the museum exhibition, greatly affect the tourists' local food taste experiences: these comprise menu selection and appetitive responses in textual, visual and gustatory senses. This paper sheds light on important theoretical and practical implications for stakeholders concerning tourist experiences around food taste perception in food tourism destinations and attractions.

Emotional State During Tasting Affects Emotional Experience Differently and Robustly for Novel and Familiar Foods

Emotional state during food consumption is expected to affect food pleasantness. We hypothesize that a negative emotional state reduces food pleasantness and more so for novel foods than for familiar foods because novel foods have not yet been associated with previous emotions. Furthermore, we expect this effect to be stronger when judging the food again from memory without tasting. We induced a positive emotional state in 34 participants by telling them that they earned a monetary bonus and induced a negative emotional state in 35 other participants by subjecting them to a social stress test. After this emotion induction, both groups tasted and rated a (for them) novel soup (sumashi soup) and a familiar soup (vegetable soup). Several explicit and implicit measures of food pleasantness (rated valence, EsSense25, willingness-to-take-home and sip size) indicated that while the negative emotion group did not experience the soups as less pleasant than the positive emotion group, there was an interaction between food familiarity and emotional group. The positive emotion group experienced novel and familiar soups as equally pleasant, whereas the negative emotion group experienced the novel soup as relatively unpleasant and the familiar soup as pleasant. The latter result is consistent with a comforting effect of a familiar taste in a stressful situation. This effect remained in the ratings given 1 week later based on memory and even after retasting. Our results show that emotional state affects food pleasantness differently for novel and familiar foods and that such an effect can be robust.

Crossmodal congruency effects between sound and food pictures in a forced-choice task

Research using short musical sequences and musical tracks created by means of computer algorithms has demonstrated that individuals with or without musical skills can match these soundtracks to specific tastes with above-chance accuracy. More recently, a study that investigated implicit effects associated with crossmodal congruency/incongruency between auditory cues and food images found that such soundtracks are effective in eliciting facilitating effects of taste quality classification with congruent food images as well. In the present study, we tested whether this crossmodal congruency between auditory cues and food images may also influence food image choice by means of a forced-choice task. We selected and used sweet and salty soundtracks as stimuli and food images including both low- and high-calorie exemplars and asked participants to select which food they would prefer to eat (one sweet and one salty) while listening to the soundtracks. We found a general greater proportion of food choices in the soundtracks matching tastes conditions, and that soundtracks matching tastes are effective in influencing congruent food image choices, supporting previous research and adding new interesting outcomes.

Factors influencing the choice of beer: A review

Research on those variables that have been shown to influence the consumer's choice of beer is reviewed. The focus is on the choice of whether to drink beer as opposed to a beverage from another category, and to a greater extent, the choice between different types or styles of beer. Inspired by previous research on a diverse array of factors that have been shown to influence food and beverage choice, the review examines how beer choice is driven by consumer variables (covering biological, psychological, and socio-cultural factors), product-intrinsic attributes (the sensory aspects of the beer itself), product-extrinsic attributes (external sensory characteristics, such as packaging), and contextual and environmental influences. These situational factors refer to variables such as the location where choice/consumption takes place (i.e., on- versus off-trade), as well as the context, occasion, and reason for drinking. Current trends related to choice and consumption, such as the emerging interest in beer-food pairing, are also examined. The review groups these attributes which affect people's beer wanting, choice, and purchase in order to understand the beer consumer's choice process. Along with general conclusions, a number of key directions for future research are also presented, given that the relative contribution of each type of factor on consumer's choice behaviour is still unclear.

Effects of Visual Cues on Consumer Expectation, Emotion and Wellness Responses, and Purchase Intent of Red Chili Powders

The effects of visual cues on familiarity, expected heat intensity, liking of appearance, emotional and wellness responses, and purchase intent (PI) before and after disclosing information associated with red chili powders were determined using a 3-point scale, a 15-cm line scale, a 9-point hedonic scale, a 15-cm line scale, and a binomial scale, respectively. In this study, consumers only visually evaluated red chili powder samples without sniffing nor tasting. Eight chili powders were prepared according to a 2³ factorial design: roasted (Ro) compared with unroasted (Un); whole pod with seeds (Wh) compared with seedless (Sl); coarsely (Cr) compared with finely ground (Gr). Thai consumers (N = 230) were generally more familiar with samples having coarse particles and more reddish color (lower hue angle and higher a^* values) than samples having finely ground particles and less reddish/more yellowish color (higher hue angle and lower a^* values). The expected heat intensity and liking scores for appearance were lower for samples with higher hue values, particularly RoWhGr and RoSIGr samples. All scores for emotion/wellness terms, except curious, were generally higher for samples with lower hue angle and higher a^* values (redness). The consumer familiarity to the appearance of the samples influenced expected heat intensity, liking of appearance, and emotion/wellness responses. PI increased by >10% after presenting "organic," "aflatoxin free," and "organic and aflatoxin free" product statements to consumers. Results showed that familiarity, overall liking of appearance, color liking, fine particles liking, and healthy as well as wild terms were significant predictors for PI (odds ratio = 1.282, 1.519, 1.314, 1.158, 1.056, and 0.939, respectively) of red chili powders. PRACTICAL APPLICATION: This study showed that consumer familiarity to the appearance (visual cues) of red chili powder affected expected heat intensity, liking of appearance, and emotion/wellness responses, which, in turn, affected purchase intent (PI). Samples with more reddish color and coarse particles were perceived to be more familiar than those with more yellowish color and finer particles. Familiarity, overall liking of appearance, color liking, fine particles liking, and healthy and wild terms were significant predictors for PI of chili power. The results demonstrated the importance of visual cues on the consumers' expectation and PI of red chili powder, thus offering valuable information for manufacturers.

Development of a Holistic Assessment Framework for Industrial Organizations

The evaluation and selection among the best production practices beyond the conventional linear models is, nowadays, concerned with those holistic approaches drawn toward environmental assessment in industry. Therefore, researchers need to develop an analysis that can evaluate the performance of industrial organization in the light of their environmental viewpoint. This study implemented a pilot co-integrated scheme based on an innovative in-house Holistic Assessment Performance Index for Environment (HAPI-E) industry tool while assimilating the principles of circular economy through the Eco-innovation Development and Implementation Tool (EDIT). For the latter, nine qualitative indicators were motivated and enriched the weighting criteria of the questionnaire. The decomposition of the complexity and preferences mapping was accompanied by a multi-criteria holistic hierarchical analysis methodology in order to synthesize a single index upon a need-driven scoring. This multi-criteria decision approach in industry can quantify the material and process flows, thus enhancing the existing knowledge of manipulating internal resources. The key-criteria were based on administrative, energy, water, emissions, and waste strategies. Subsequently, the HAPI-E industry tool was modeled on the food industry, being particularly focused on pasta-based industrial production. Then, the parameters of this tool were modeled, measured, and evaluated in terms of the environmental impact awareness. The magnitude of necessary improvements was unveiled, while future research orientations were discussed. The HAPI-E industry tool can be utilized as a precautionary methodology on sustainable assessment while incorporating multifaceted and quantification advantages.

CROCUFID: A Cross-Cultural Food Image Database for Research on Food Elicited Affective Responses

We present CROCUFID: a CROss-CUltural Food Image Database that currently contains 840 images, including 479 food images with detailed metadata and 165 images of non-food items. The database includes images of sweet, savory, natural, and processed food from Western and Asian cuisines. To create sufficient variability in valence and arousal we included images of food with different degrees of appetitiveness (fresh, unfamiliar, molded or rotten, spoiled, and partly consumed). We used a standardized photographing protocol, resulting in high resolution images depicting all food items on a standard background (a white plate), seen from a fixed viewing (45°) angle. CROCUFID is freely available under the CC-By Attribution 4.0 International license and hosted on the OSF repository. The advantages of the CROCUFID database over other databases are its (1) free availability, (2) full coverage of the valence - arousal space, (3) use of standardized recording methods, (4) inclusion of multiple cuisines and unfamiliar foods, (5) availability of normative and demographic data, (6) high image quality and (7) capability to support future (e.g., virtual and augmented reality) applications. Individuals from the United Kingdom (N = 266), North-America (N = 275), and Japan (N = 264) provided normative ratings of valence, arousal, perceived healthiness, and desire-to-eat using visual analog scales (VAS). In addition, for each image we computed 17 characteristics that are known to influence affective observer responses (e.g., texture, regularity, complexity, and colorfulness). Significant differences between groups and significant correlations between image characteristics and normative ratings were in accordance with previous research, indicating the validity of CROCUFID. We expect that CROCUFID will facilitate comparability across studies and advance experimental research on the determinants of food-elicited emotions. We plan to extend CROCUFID in the future with images of food from a wide range of different cuisines and with non-food images (for applications in for instance neuro-physiological studies). We invite researchers from all parts of the world to contribute to this effort by creating similar image sets that can be linked to this collection, so that CROCUFID will grow into a truly multicultural food database.

Variations in Food Acceptability with Respect to Pitch, Tempo, and Volume Levels of Background Music

This study aimed to determine whether pitch, tempo, and volume levels of music stimuli affect sensory perception and acceptance of foods. A traditional music piece was arranged into versions at two pitches, two tempos, and two volumes. For each session, chocolate and bell peppers were presented for consumption under three sound conditions: 1) upper or 2) lower level with respect to each of the three music elements, and 3) silence. Over three sessions, participants evaluated flavor intensity, pleasantness of flavor, texture impression, and overall impression of food samples, in addition to the pleasantness and stimulation evoked by the music stimuli. Results showed that lower-pitched and louder music stimuli increased hedonic impressions of foods compared to their respective counterparts and/or the silent condition. While the effects of music element levels on hedonic impressions differed with the type of food consumed, the participants liked the foods more when music stimuli were perceived as more pleasant and stimulating. Flavor was perceived as more intense when participants were more stimulated by the music samples. Although a specific element of music stimuli was manipulated, perceptions of other elements also varied, leading to large variations in the music-evoked pleasantness and stimulation. In conclusion, the findings provide empirical evidence that hedonic impressions of foods may be influenced by emotions evoked by music selections varying in music element levels, but it should be also noted that the influences were food-dependent and not pronounced.

Memory Load Influences Taste Sensitivities

Previous literature reports have demonstrated that taste perception would be influenced by different internal brain status or external environment stimulation. Although there are different hypotheses about the cross-modal interactive process, it still remains unclear as of how the brain modulates and processes taste perception, particularly with different memory load. Here in this study we address this question. To do so we assign the participants different memory loads in the form of varying lengths of alphanumerical items, before tasting different concentrations of sweet or bitter tastants. After tasting they were asked to recall the alphanumerical items they were assigned. Our results show that the memory load reduces sweet and bitter taste sensitivities, from sub-threshold level to high concentration. Higher the memory load, less is the taste sensitivity. The study has extended our previous results and supports our previous hypothesis that the cognitive status, such as the general stress of memory load, influences sensory perception.

Mere social knowledge impacts children's consumption and categorization of foods

How does social information affect the perception of taste early in life? Does mere knowledge of other people's food preferences impact children's own experience when eating? In Experiment 1, 5- and 6-year-old children consumed more of a food described as popular with other children than a food that was described as unpopular with other children, even though the two foods were identical. In Experiment 2, children ate more of a food described as popular with children than a food described as popular with adults. Experiment 3 tested whether different perceptual experiences of otherwise identical foods contributed to the mechanisms underlying children's consumption. After sampling both endpoints of a sweet-to-sour range (applesauce with 0 mL or 5mL of lemon juice added), children were asked to taste and categorize applesauce samples with varying amounts of lemon juice added. When classifying ambiguous samples that were near the midpoint of the range (2 mL and 3 mL), children were more likely to categorize popular foods as sweet as compared to unpopular foods. Together, these findings provide evidence that social information plays a powerful role in guiding children's consumption and perception of foods. Broader links to the sociality of food selection are discussed.

Implicit Association Effects Between Sound and Food Images

A growing body of empirical research documents the existence of several interesting crossmodal correspondences between auditory and gustatory/flavor stimuli, demonstrating that people can match specific acoustic and musical parameters with different tastes and flavors. In this context, a number of researchers and musicians arranged their own soundtracks so as to match specific tastes and used them for research purposes, revealing explicit crossmodal effects on judgments of taste comparative intensity or of taste/sound accordance. However, only few studies have examined implicit associations related to taste–sound correspondences. Thus, the present study was conducted in order to assess possible implicit effects associated to the crossmodal congruency/incongruency between auditory cues and food images during the classification of food tastes. To test our hypothesis, we used ‘salty’ and ‘sweet’ soundtracks with salty and sweet food images, and asked 88 participants to classify the taste of each food image while listening to the soundtracks. We found that sweet food images were classified faster than salty food images, regardless of which soundtrack was presented. Moreover, we found a congruency effect, demonstrating that such soundtracks are effective in eliciting facilitating effects of taste quality classification with congruent food images.

"Smooth operator": Music modulates the perceived creaminess, sweetness, and bitterness of chocolate

There has been a recent growth of interest in determining whether sound (specifically music and soundscapes) can enhance not only the basic taste attributes associated with food and beverage items (such as sweetness, bitterness, sourness, etc.), but also other important components of the tasting experience, such as, for instance, crunchiness, creaminess, and/or carbonation. In the present study, participants evaluated the perceived creaminess of chocolate. Two contrasting soundtracks were produced with such texture-correspondences in mind, and validated by means of a pre-test. The participants tasted the same chocolate twice (without knowing that the chocolates were identical), each time listening to one of the soundtracks. The 'creamy' soundtrack enhanced the perceived creaminess and sweetness of the chocolates, as compared to the ratings given while listening to the 'rough' soundtrack. Moreover, while the participants preferred the creamy soundtrack, this difference did not appear to affect their overall enjoyment of the chocolates. Interestingly, and in contrast with previous similar studies, these results demonstrate that in certain cases, sounds can have a perceptual effect on gustatory food attributes without necessarily altering the hedonic experience.

Music Influences Hedonic and Taste Ratings in Beer

The research presented here focuses on the influence of background music on the beer-tasting experience. An experiment is reported in which different groups of customers tasted a beer under three different conditions (N = 231). The control group was presented with an unlabeled beer, the second group with a labeled beer, and the third group with a labeled beer together with a customized sonic cue (a short clip from an existing song). In general, the beer-tasting experience was rated as more enjoyable with music than when the tasting was conducted in silence. In particular, those who were familiar with the band that had composed the song, liked the beer more after having tasted it while listening to the song, than those who knew the band, but only saw the label while tasting. These results support the idea that customized sound-tasting experiences can complement the process of developing novel beverage (and presumably also food) events. We suggest that involving musicians and researchers alongside brewers in the process of beer development, offers an interesting model for future development. Finally, we discuss the role of attention in sound-tasting experiences, and the importance that a positive hedonic reaction toward a song can have for the ensuing tasting experience.

The influence of oral processing, food perception and social aspects on food consumption: a review

Eating is an essential activity to get energy and necessary nutrients for living. While chewing, the food is broken down by the teeth and dissolved by saliva. Taste, flavour and texture are perceived during chewing and will contribute to the appreciation of the food. The senses of taste and smell play an important role in selecting nutritive food instead of toxic substances. Also visual information of a food product is essential in the choice and the acceptance of food products, whereas auditory information obtained during the chewing of crispy products will provide information on whether a product is fresh or stale. Food perception does not just depend on one individual sense, but appears to be the result from multisensory integration of unimodal signals. Large differences in oral physiology parameters exist among individuals, which may lead to differences in food perception. Knowledge of the interplay between mastication and sensory experience for groups of individuals is important for the food industry to control quality and acceptability of their products. Environment factors during eating, like TV watching or electronic media use, may also play a role in food perception and the amount of food ingested. Distraction during eating a meal may lead to disregard about satiety and fullness feelings and thus to an increased risk of obesity. Genetic and social/cultural aspects seem to play an important role in taste sensitivity and food preference. Males generally show larger bite size, larger chewing power and a faster chewing rhythm than females. The size of swallowed particles seems to be larger for obese individuals, although there is no evidence until now of an 'obese chewing style'. Elderly people tend to have fewer teeth and consequently a less good masticatory performance, which may lead to lower intakes of raw food and dietary fibre. The influence of impaired mastication on food selection is still controversial, but it is likely that it may at least cause adaptation in food choice. Systemic conditions, such as high blood pressure, diabetes and cancer, with or without medicine use, tend to be associated with taste and chewing alterations. However, definite conclusions seem hard to reach, as research protocols vary largely.

Environmental Strategies to Promote Food Intake in Older Adults: A Narrative Review

Aging is often accompanied by lower intakes of food energy and consequent negative effects on health. To some extent this is due to declines in physiological ability, including the sensory responsiveness to regulate food intake. Fortunately, environmental factors may still influence food intake in older adults. Factors such as social facilitation, modeling, and nutrition knowledge and skills have been shown to stimulate their food intake. While environmental factors such as the eating location, portion size, food presentation, and labeling are known to influence eating behavior, their effectiveness in stimulating food intake in older persons is not well delineated. It is suggested that improving the environmental stimuli that promote food intake is a viable strategy to overcome age-related declines in nutrient intakes. This strategy is so promising that further research is warranted.

‘Striking a Sour Note’: Assessing the Influence of Consonant and Dissonant Music on Taste Perception

We report two experiments designed to investigate the consequences of manipulating the harmonic content of background music on taste perception. The participants in the present study evaluated samples of mixed fruit juice whilst listening to soundtracks that had either been harmonised with consonant or dissonant musical intervals. Each sample of juice was rated on three computer-based scales: One scale was anchored with the words sour and sweet, while the other two scales involved hedonic ratings of the music and of the juice. The results of an internet-based pre-test revealed that participants reliably associated the consonant soundtracks with sweetness and the dissonant soundtracks with sourness. The results of the on-site experiments demonstrated that participants rated the juices as tasting significantly sweeter in the consonant than in the dissonant music condition, irrespective of the melody or instrumentation that were evaluated. These results therefore provide empirical support for the claim that the crossmodal correspondence between a higher level musical attribute (namely, harmony) and basic taste can be used to modify the evaluation of the taste of a drink.