Appearance matters: neural correlates of food choice and packaging aesthetics

Visual Cues, Liking, and Emotional Responses: What Combination of Factors Result in the Willingness to Eat Vegetables Among Children with Food Neophobia?

Childhood nutrition is a cornerstone of long-term health, yet many children exhibit reluctance to consume healthy foods such as vegetables. This aversion can be influenced by various factors, including food neophobia and the sensory and visual appeal of the foods that are being presented. Hence, understanding how visual cues affect children's willingness to eat can provide insights into effective strategies to enhance their dietary habits. This research explores the influence of visual cues on the dietary behaviors of children aged 9 to 12, their willingness to consume and request healthy foods such as vegetables, within the context of challenges such as food neophobia. This study examines how intrinsic cues (e.g., vegetable characteristics) and extrinsic cues (e.g., the plate's color and shape) affect children's liking and emotional responses, impacting their willingness to eat and request purchases from parents. Conducted using a sample of 420 children, this cross-sectional study reveals that attributes such as a plate's color and shape significantly affect food-related behaviors and emotions. A validated and reliable self-administered questionnaire was employed. Independent t-tests and ANOVA were used to test the differences between gender and food neophobia, while Spearman correlations were used for correlation analysis. Visual cues served as the independent variables, liking and emotional responses as the mediating variables, and willingness behaviors as the dependent variable. Hierarchical regression analyses were conducted to explore the relationships among intrinsic cues, extrinsic cues, and the mediating effect of liking and emotional responses. Findings show that boys prefer blue and triangular plates, while girls prefer pink plates, generating more positive emotions. Children with food neophobia initially experience aversion, but this can be reduced by enhancing sensory appeal and emotional engagement. The findings underscore the importance of leveraging visual cues and fostering positive emotional experiences to encourage healthier eating habits and increase children's acceptance and purchase of nutritious foods.

Value Estimation versus Effort Mobilization: A General Dissociation between Ventromedial and Dorsomedial Prefrontal Cortex

Deciding on a course of action requires both an accurate estimation of option values and the right amount of effort invested in deliberation to reach sufficient confidence in the final choice. In a previous study, we have provided evidence, across a series of judgment and choice tasks, for a dissociation between the ventromedial prefrontal cortex (vmPFC), which would represent option values, and the dorsomedial prefrontal cortex (dmPFC), which would represent the duration of deliberation. Here, we first replicate this dissociation and extend it to the case of an instrumental learning task, in which 24 human volunteers (13 women) choose between options associated with probabilistic gains and losses. According to fMRI data recorded during decision-making, vmPFC activity reflects the sum of option values generated by a reinforcement learning model and dmPFC activity the deliberation time. To further generalize the role of the dmPFC in mobilizing effort, we then analyze fMRI data recorded in the same participants while they prepare to perform motor and cognitive tasks (squeezing a handgrip or making numerical comparisons) to maximize gains or minimize losses. In both cases, dmPFC activity is associated with the output of an effort regulation model, and not with response time. Taken together, these results strengthen a general theory of behavioral control that implicates the vmPFC in the estimation of option values and the dmPFC in the energization of relevant motor and cognitive processes.

Identifying distinctive brain regions related to consumer choice behaviors on branded foods using activation likelihood estimation and machine learning

Introduction

Brand equity plays a crucial role in a brand's commercial success; however, research on the brain regions associated with brand equity has had mixed results. This study aimed to investigate key brain regions associated with the decision-making of branded and unbranded foods using quantitative neuroimaging meta-analysis and machine learning.

Methods

Quantitative neuroimaging meta-analysis was performed using the activation likelihood method. Activation of the ventral medial prefrontal cortex (VMPFC) overlapped between branded and unbranded foods. The lingual and parahippocampal gyri (PHG) were activated in the case of branded foods, whereas no brain regions were characteristically activated in response to unbranded foods. We proposed a novel predictive method based on the reported foci data, referencing the multi-voxel pattern analysis (MVPA) results. This approach is referred to as the multi-coordinate pattern analysis (MCPA). We conducted the MCPA, adopting the sparse partial least squares discriminant analysis (sPLS-DA) to detect unique brain regions associated with branded and unbranded foods based on coordinate data. The sPLS-DA is an extended PLS method that enables the processing of categorical data as outcome variables.

Results

We found that the lingual gyrus is a distinct brain region in branded foods. Thus, the VMPFC might be a core brain region in food categories in consumer behavior, regardless of whether they are branded foods. Moreover, the connection between the PHG and lingual gyrus might be a unique neural mechanism in branded foods.

Discussion

As this mechanism engages in imaging the feature-self based on emotionally subjective contextual associative memories, brand managers should create future-oriented relevancies between brands and consumers to build valuable brands.

Separate orexigenic hippocampal ensembles shape dietary choice by enhancing contextual memory and motivation

The hippocampus (HPC), traditionally known for its role in learning and memory, has emerged as a controller of food intake. While prior studies primarily associated the HPC with food intake inhibition, recent research suggests a critical role in appetitive processes. We hypothesized that orexigenic HPC neurons differentially respond to fats and/or sugars, potent natural reinforcers that contribute to obesity development. Results uncover previously-unrecognized, spatially-distinct neuronal ensembles within the dorsal HPC (dHPC) that are responsive to separate nutrient signals originating from the gut. Using activity-dependent genetic capture of nutrient-responsive HPC neurons, we demonstrate a causal role of both populations in promoting nutrient-specific preference through different mechanisms. Sugar-responsive neurons encode an appetitive spatial memory engram for meal location, whereas fat-responsive neurons selectively enhance the preference and motivation for fat intake. Collectively, these findings uncover a neural basis for the exquisite specificity in processing macronutrient signals from a meal that shape dietary choices.

A Bibliometric Analysis of Consumer Neuroscience towards Sustainable Consumption

Consumer neuroscience is a new paradigm for studying consumer behavior, focusing on neuroscientific tools to explore the underlying neural processes and behavioral implications of consumption. Based on the bibliometric analysis tools, this paper provides a review of progress in research on consumer neuroscience during 2000–2021. In this paper, we identify research hotspots and frontiers in the field through a statistical analysis of bibliometric indicators, including the number of publications, countries, institutions, and keywords. Aiming at facilitating carbon neutrality via sustainable consumption, this paper discusses the prospects of applying neuroscience to sustainable consumption. The results show 364 publications in the field during 2000–2021, showing a rapid upward trend, indicating that consumer neuroscience research is gaining ground. The majority of these consumer neuroscience studies chose to use electroencephalogram tools, accounting for 63.8% of the total publications; the cutting-edge research mainly involved event-related potential (ERP) studies of various marketing stimuli interventions, functional magnetic resonance imaging (fMRI)-based studies of consumer decision-making and emotion-specific brain regions, and machine-learning-based studies of consumer decision-making optimization models.

IT IS A MATTER OF PERSPECTIVE: ATTENTIONAL FOCUS RATHER THAN DIETARY RESTRAINT DRIVES BRAIN RESPONSES TO FOOD STIMULI

Brain responses to food are thought to reflect food's rewarding value and to fluctuate with dietary restraint. We propose that brain responses to food are dynamic and depend on attentional focus. Food pictures (high-caloric/low-caloric, palatable/unpalatable) were presented during fMRI-scanning, while attentional focus (hedonic/health/neutral) was induced in 52 female participants varying in dietary restraint. The level of brain activity was hardly different between palatable versus unpalatable foods or high-caloric versus low-caloric foods. Activity in several brain regions was higher in hedonic than in health or neutral attentional focus (p < 0.05, FWE-corrected). Palatability and calorie content could be decoded from multi-voxel activity patterns (p < 0.05, FDR-corrected). Dietary restraint did not significantly influence brain responses to food. So, level of brain activity in response to food stimuli depends on attentional focus, and may reflect salience, not reward value. Palatability and calorie content are reflected in patterns of brain activity.

The Impact of Social Media Influencers on Food Consumption in Saudi Arabia, a Cross-Sectional Web-Based Survey

Background

Previous studies investigating the impact of social media influencers on food consumption are limited. Therefore, this study explores the influence of social media on people’s health choices to understand the consequences of food consumption among the Saudi community.

Patients and Methods

A cross-sectional study using an online survey was conducted in Saudi Arabia between 24 June and 20 July 2021. A convenience sample of eligible participants was used to recruit the study participants. A 32-items questionnaire was distributed via social media platforms (Facebook, Twitter, Snapchat, and Instagram). In addition, significant predictors of people being affected by social media to change diet and living with obesity were determined using binary logistic regression.

Results

A total of 1124 participants were involved in this study. More than half of them (57.8%) were females and aged below 40 years (57.4%). The study participants’ median body mass index (BMI) was 27.4 kg/m² (IQR: 23.5–32.5). Around one-third of the study participants (36.6%) reported following influencers on social media. The median attitude score for the study participants was 15.00 (IQR: 1.00–27.00) out of 72, equal to 20.8%, which highlights that social media influence the diet of around one-fifth of the study participants. Males were less likely to be affected by social media than females (OR: 0.51; (95% CI: 0.40–0.65). Participants with obesity and participants who had tried a diet to lose weight were more likely to be affected by social media, with odds ratios of 2.14, and 4.83, respectively. Followers of social media influencers were 10-folds more likely to be affected by social media than others.

Conclusion

This study showed that social media might influence the food consumption manner in the Saudi population.

What Happens in Your Brain When You Walk Down the Street? Implications of Architectural Proportions, Biophilia, and Fractal Geometry for Urban Science

This article reviews current research in visual urban perception. The temporal sequence of the first few milliseconds of visual stimulus processing sheds light on the historically ambiguous topic of aesthetic experience. Automatic fractal processing triggers initial attraction/avoidance evaluations of an environment’s salubriousness, and its potentially positive or negative impacts upon an individual. As repeated cycles of visual perception occur, the attractiveness of urban form affects the user experience much more than had been previously suspected. These perceptual mechanisms promote walkability and intuitive navigation, and so they support the urban and civic interactions for which we establish communities and cities in the first place. Therefore, the use of multiple fractals needs to reintegrate with biophilic and traditional architecture in urban design for their proven positive effects on health and well-being. Such benefits include striking reductions in observers’ stress and mental fatigue. Due to their costs to individual well-being, urban performance, environmental quality, and climatic adaptation, this paper recommends that nontraditional styles should be hereafter applied judiciously to the built environment.

Examining the neural correlates of goal priming with the NeuroShop, a novel virtual reality fMRI paradigm

OBJECTIVE

Health goal priming has been shown to stimulate healthy food choices by activating an individual's weight-control goal. The present study combined fMRI with a novel virtual reality food choice task to elucidate the underlying neural mechanisms of health goal priming. Previous research has suggested that the ventromedial prefrontal cortex (vmPFC) and dorsolateral prefrontal cortex (dlPFC) play a role in the incorporation of health considerations into the food choice process. Responses may be more representative for those found in real life when assessed in an environment similar to the actual choice environment. Therefore, the first aim of the study was to explore if a novel virtual reality food choice task is sufficiently sensitive to detect basic valuation processes in food choice. The second aim was to examine whether increased activation in the dlPFC drives the effects of health goal priming.

METHODS

Fifty-six female participants performed an fMRI food choice task embedded in a virtual supermarket environment. They chose between perceived healthy and unhealthy products in a health prime, hedonic prime, and non-food control condition, while activation in brain areas involved in self-control and valuation (vmPFC, dlPFC) was assessed.

RESULTS

There were no differences in relative preference for perceived healthy products over unhealthy products between the conditions. There were also no main effects of prime condition on brain activation in the vmPFC and dPFC during food choice. Across conditions, activation in the vmPFC correlated with the tastiness of the chosen product during food choice.

CONCLUSIONS

Although the study does not provide support for health goal priming triggering neural self-control mechanisms, results did show that virtual reality has potential for a more realistic fMRI food choice paradigm.

Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes

Brand equity is an important intangible for enterprises. As one advantage, products with brand equity can increase revenue, compared with those without such equity. However, unlike tangibles, it is difficult for enterprises to manage brand equity because it exists within consumers’ minds. Although, over the past two decades, numerous consumer neuroscience studies have revealed the brain regions related to brand equity, the identification of unique brain regions related to such equity is still controversial. Therefore, this study identifies the unique brain regions related to brand equity and assesses the mental processes derived from these regions. For this purpose, three analysis methods (i.e., the quantitative meta-analysis, chi-square tests, and machine learning) were conducted. The data were collected in accordance with the general procedures of a qualitative meta-analysis. In total, 65 studies (1412 foci) investigating branded objects with brand equity and unbranded objects without brand equity were examined, whereas the neural systems involved for these two brain regions were contrasted. According to the results, the parahippocampal gyrus and the lingual gyrus were unique brand equity-related brain regions, whereas automatic mental processes based on emotional associative memories derived from these regions were characteristic mental processes that discriminate branded from unbranded objects.

Neural Correlates of Garment Fit and Purchase Intention in the Consumer Decision-Making Process and the Influence of Product Presentation

In today’s competitive e-commerce markets, it is crucial to promote product satisfaction and to quickly identify purchase intention in decision-making consumers. The present investigation examined the relationship between perceived garment fit and purchase intention, together with how product presentation methods (mannequin versus self-model) contribute to decision-making processes of clothing. Thirty-nine female volunteers were scanned using fMRI while performing an online shopping task. In Part 1, univariate analysis was conducted between garment fit and product presentation factors to assess their effects on purchase deliberation. In Part 2, univariate, multivariate pattern, and psychophysiological interaction analyses were carried out to examine the predictive ability of fit evaluation and product presentation on purchase intention. First, garment fit × product presentation interaction effects on purchase deliberation were observed in the frontopolar cortex, superior frontal gyrus, anterior cingulate cortex, and posterior cingulate cortex. Part 2 demonstrated neural signals of the dorsomedial prefrontal cortex, premotor cortex, supplementary motor area, superior parietal lobule, supramarginal gyrus, superior temporal sulcus, fusiform gyrus, and insula to distinguish subsequent purchase intentions. Overall, the findings denote directed exploration, visual and action processing as key neural processes in decision-making that uniquely reflect garment fit and product presentation type during purchase deliberation. Additionally, with respect to the effects of purchase intention on product evaluation, the evidence conveys that mental interactions with products and social cognition are fundamental processes that capture subsequent purchase intention at the product evaluation stage.

Hunger and BMI modulate neural responses to sweet stimuli: fMRI meta-analysis

OBJECTIVE

Consuming sweet foods, even when sated, can lead to unwanted weight gain. Contextual factors, such as longer time fasting, subjective hunger, and body mass index (BMI), may increase the likelihood of overeating. Nevertheless, the neural mechanisms underlying these moderating influences on energy intake are poorly understood.

METHODS

We conducted both categorical meta-analysis and meta-regression of factors modulating neural responses to sweet stimuli, using data from 30 functional magnetic resonance imaging (fMRI) articles incorporating 39 experiments (N = 995) carried out between 2006 and 2019.

RESULTS

Responses to sweet stimuli were associated with increased activity in regions associated with taste, sensory integration, and reward processing. These taste-evoked responses were modulated by context. Longer fasts were associated with higher posterior cerebellar, thalamic, and striatal activity. Greater self-reported hunger was associated with higher medial orbitofrontal cortex (OFC), dorsal striatum, and amygdala activity and lower posterior cerebellar activity. Higher BMI was associated with higher posterior cerebellar and insular activity.

CONCLUSIONS

Variations in fasting time, self-reported hunger, and BMI are contexts associated with differential sweet stimulus responses in regions associated with reward processing and homeostatic regulation. These results are broadly consistent with a hierarchical model of taste processing. Hunger, but not fasting or BMI, was associated with sweet stimulus-related OFC activity. Our findings extend existing models of taste processing to include posterior cerebellar regions that are associated with moderating effects of both state (fast length and self-reported hunger) and trait (BMI) variables.

Extrinsic Factors Underlying Food Valuation in the Human Brain

Subjective values for food rewards guide our dietary choices. There is growing evidence that value signals are constructed in the brain by integrating multiple types of information about flavor, taste, and nutritional attributes of the foods. However, much less is known about the influence of food-extrinsic factors such as labels, brands, prices, and packaging designs. In this mini-review article, we outline recent findings in decision neuroscience, consumer psychology, and food science about the effect of extrinsic factors on food value computations in the human brain. To date, studies have demonstrated that, while the integrated value signal is encoded in the ventromedial prefrontal cortex, information on the extrinsic factors of the food is encoded in diverse brain regions previously implicated in a wide range of functions: cognitive control, memory, emotion and reward processing. We suggest that a comprehensive understanding of food valuation requires elucidation of the mechanisms behind integrating extrinsic factors in the brain to compute an overall subjective value signal.

Sensory Attributes and Consumer Acceptability of 12 Microgreens Species

Microgreens are gaining increasing recognition among consumers, acclaimed for their freshness and health promoting properties associated with densely fortified secondary metabolites. These immature greens enhance human diet and enrich it with sharp colors and flavors. While numerous species are being tested for agronomic and nutritional suitability, consumer acceptance of appearance, texture, and flavor is critical for the microgreens’ marketplace success. This study investigates whether sensory attributes and visual appearance affect consumer preference for microgreens and their willingness to consume them. By means of a consumer test, the sensory attributes of 12 microgreens species were evaluated, wherein a partial least squares structural equation model was developed to link sensorial attributes to willingness to eat the product. The results showed that although visual appearance of the microgreens was largely appreciated, consumer acceptance overall was mainly determined by flavor and texture. In particular, the lower the astringency, sourness, and bitterness, the higher the consumer acceptability of microgreens. Among the 12 examined species, mibuna and cress scored the lowest acceptance by consumers, while Swiss chard and coriander were the most appreciated, being therefore good candidates to be introduced in Western country markets. In addition, both Swiss chard and coriander have been identified by previous literature as good dietary source of phenolic antioxidants.

Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends

The new technological advances achieved during the last decade allowed the scientific community to investigate and employ neurophysiological measures not only for research purposes but also for the study of human behaviour in real and daily life situations. The aim of this review is to understand how and whether neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts. To do so, firstly, we will describe the historical development of neuromarketing and its main applications in assessing the sensory perceptions of some marketing and advertising stimuli. Then, we will describe the main neuroscientific tools available for such kind of investigations (e.g., measuring the cerebral electrical or hemodynamic activity, the eye movements, and the psychometric responses). Also, this review will present different brain measurement techniques, along with their pros and cons, and the main cerebral indexes linked to the specific mental states of interest (used in most of the neuromarketing research). Such indexes have been supported by adequate validations from the scientific community and are largely employed in neuromarketing research. This review will also discuss a series of papers that present different neuromarketing applications, such us in-store choices and retail, services, pricing, brand perception, web usability, neuropolitics, evaluation of the food and wine taste, and aesthetic perception of artworks. Furthermore, this work will face the ethical issues arisen on the use of these tools for the evaluation of the human behaviour during decision-making tasks. In conclusion, the main challenges that neuromarketing is going to face, as well as future directions and possible scenarios that could be derived by the use of neuroscience in the marketing field, will be identified and discussed.

Skin Conductance Responses Indicate Children are Physiologically Aroused by Their Favourite Branded Food and Drink Products

Children's favourite food and beverage brands use various tactics to foster positive associations and loyalty. This brand-consumer dynamic is frequently influenced by the use of implicit techniques and emotional appeals. Few studies have used physiological methods to examine the connections that brands build with children and the influence this has on their automatic responses. These techniques are potentially less prone to bias than behavioural or cognitive methods. This is the first study to explore the implicit response that children have to images of their favourite food and beverage brands using skin conductance responses as a marker of arousal. Australian children aged 8-11 years (n = 48) were recruited. Images of the participants' favourite branded food and beverage products, alongside images of the same products unpackaged, their family and friends, and neutral objects were presented in a randomised order with a standard timed interval between images. Children were significantly more aroused by branded images of their favourite food and beverage products than by their unpackaged counterparts (p < 0.042, d = 0.4). The physiological response to the branded products was similar to the response to the children's family and friends (p = 0.900, d = -0.02). These findings suggest that children may have an implicit connection to their favourite branded products.

A hierarchical-drift diffusion model of the roles of hunger, caloric density and valence in food selection

Decisions based on affectively relevant stimuli, such as food items, hardly follow strictly rational rules. Being hungry, the food's caloric density, and the subjective valence attributed to various foods are known factors that modulate food choices. Yet, how these factors relatively and altogether contribute to the food choice process is still unknown. In this study, we showed 16 healthy young adults low- and high-calorie food when hungry or fed, and we asked them to evaluate the valence of each visually-presented food. To compute the relative influence of hunger, caloric density and valence on food choice, we applied a hierarchical drift diffusion model (HDDM). Results indicated that hunger, caloric density and valence affected how fast participants accumulated information in favor of the chosen item over the other. When fed, participants were faster in choosing low-calorie foods and foods with a higher valence. Conversely, when hungry, participants were faster in choosing high-calorie foods, including food items with lower subjective valence. All in all, these findings confirm the complex nature of food choices and the usefulness of nuanced computational models to address the multifaceted nature of decision-making and value assessment processes affecting food selection.

Good practice in food-related neuroimaging

The use of neuroimaging tools, especially functional magnetic resonance imaging, in nutritional research has increased substantially over the past 2 decades. Neuroimaging is a research tool with great potential impact on the field of nutrition, but to achieve that potential, appropriate use of techniques and interpretation of neuroimaging results is necessary. In this article, we present guidelines for good methodological practice in functional magnetic resonance imaging studies and flag specific limitations in the hope of helping researchers to make the most of neuroimaging tools and avoid potential pitfalls. We highlight specific considerations for food-related studies, such as how to adjust statistically for common confounders, like, for example, hunger state, menstrual phase, and BMI, as well as how to optimally match different types of food stimuli. Finally, we summarize current research needs and future directions, such as the use of prospective designs and more realistic paradigms for studying eating behavior.

Sensory evaluation of poultry meat: A comparative survey of results from normal sighted and blind people

Visual assessment is one of the key criteria in the sensory evaluation of foods. The appearance of food products may affect their perception by other senses, sometimes giving a false picture of their quality. A true assessment of such sensory attributes as aroma, taste, tenderness, and juiciness, which are components of the overall liking of food, without the use of instrumental methods is feasible only by blind people. We have advanced a hypothesis that blindness may modify the impressions perceived through other senses used in food evaluation. To confirm this hypothesis, a sensory testing of cooked breast and leg meat from various poultry species was conducted by normal sighted and blind panelists aged from 18 to 26 years. It has been demonstrated that the lack of sight is compensated by other senses, the intensified perception of which enables a more precise sensory evaluation of food in terms of such parameters as the aroma, tenderness and juiciness. Thus, blind people can be recommended as panelists evaluating the sensory profile of food products. Scores given by the sensory panel allowed the conclusion that the most desirable poultry meat was BM of broiler chicken and capon, followed by Guinea fowl. Lower scores were given by the panelists to meat of water fowl (goose, duck), whereas the lowest ones were assigned to cooked ostrich meat.

Altered neural responsivity to food cues in relation to food preferences, but not appetite-related hormone concentrations after RYGB-surgery

BACKGROUND

After Roux-en-Y gastric bypass (RYGB) surgery, patients report a shift in food preferences away from high-energy foods.

OBJECTIVE

We aimed to elucidate the potential mechanisms underlying this shift in food preferences by assessing changes in neural responses to food pictures and odors before and after RYGB. Additionally, we investigated whether altered neural responsivity was associated with changes in plasma endocannabinoid and ghrelin concentrations.

DESIGN

19 RYGB patients (4 men; age 41 ± 10 years; BMI 41 ± 1 kg/m² before; BMI 36 ± 1 kg/m² after) participated in this study. Before and two months after RYGB surgery, they rated their food preferences using the Macronutrient and Taste Preference Ranking Task and BOLD fMRI responses towards pictures and odors of high-, and low-energy foods and non-food items were measured. Blood samples were taken to determine plasma endocannabinoid and ghrelin concentrations pre- and post-surgery.

RESULTS

Patients demonstrated a shift in food preferences away from high-fat/sweet and towards low-energy/savory food products, which correlated with decreased superior parietal lobule responsivity to high-energy food odor and a reduced difference in precuneus responsivity to high-energy versus low-energy food pictures. In the anteroventral prefrontal cortex (superior frontal gyrus) the difference in deactivation towards high-energy versus non-food odors reduced. The precuneus was less deactivated in response to all cues. Plasma concentrations of anandamide were higher after surgery, while plasma concentrations of other endocannabinoids and ghrelin did not change. Alterations in appetite-related hormone concentrations did not correlate with changes in neural responsivity.

CONCLUSIONS

RYGB leads to changed responsivity of the frontoparietal control network that orchestrates top-down control to high-energy food compared to low-energy food and non-food cues, rather than in reward related brain regions, in a satiated state. Together with correlations with the shift in food preference from high- to low-energy foods this indicates a possible role in new food preference formation.

Neural correlates of gender congruence in audiovisual commercials for gender-targeted products: An fMRI study

This article explores neural and self-report responses to gender congruence in product-voice combinations in commercials. An fMRI study was carried out in which participants (n = 30) were presented with gender-targeted pictures of characteristic male or female products accompanied by either gender congruent or incongruent voices. The findings show that attitudes are more positive toward commercials with gender congruent than with gender incongruent product-voice combinations. fMRI analyses revealed that primary visual brain areas, namely calcarine and cuneus, responded stronger to congruent than incongruent combinations suggesting that participants enhanced their endogenous attention toward congruent commercials. Incongruent combinations, by contrast, elicited stronger activation in areas related to the perception of conflicts in information processing and error monitoring, such as the supramarginal, inferior parietal gyri and superior, and middle temporal gyri. Interestingly, increased activation in the posterior cingulate cortex (an area related to value encoding) predicted more positive attitudes toward congruent commercials. Together, these results advance our understanding of the neural correlates of processing congruent and incongruent audiovisual stimuli. These findings may advice advertising professionals in designing successful campaigns of everyday products, namely by making use of congruent instead of incongruent product-voice combinations.

Sparking interest in restaurant dishes? Cognitive and affective processes underlying dish design and ecological origin. An fMRI study

This papers aims to verify to what extent the presentation of a restaurant dish and the origin of its food provoke reactions in the consumer's brain during the visualization and the decision-making process, from an exploratory approach. The two independent variables singled out for study were whether the presentation was well or poorly presented and if the ingredients were ecological or non-ecological. The results applying the functional magnetic resonance image (fMRI) methodology reveal that well-presented dishes activate areas in the brain linked to the network of emotions indicating that the visualization in restaurant menus is not a purely cognitive and self-reflexive process but retains a strong affective component. Furthermore, the presence of this component is kept at the moment of choosing a dish, as observed by the activation of the cingulate gyrus, region linked to the regulatory processes of emotions. Hence, research ratifies the existence of an emotional factor during the entire process of decision-making carried out in a restaurant. Yet it is true that exposure to an ecological menu provokes activation of the medial frontal cortex, a region connected to higher reasoning and attention, suggesting that stimuli from well-presented dishes of ecological origin trigger neuronal responses related to high-level cognitive processes. The practical implications derived, along with its limitations and the future research opportunities, are interesting for both developing theory and also practice. Therefore, scholars are encouraged to further test some research proposals (e.g. moderating role of salubrity or simultaneously eye tracking method).

Just above Chance: Is It Harder to Decode Information from Prefrontal Cortex Hemodynamic Activity Patterns?

The prefrontal cortex (PFC) is central to flexible, goal-directed cognition, and understanding its representational code is an important problem in cognitive neuroscience. In humans, multivariate pattern analysis (MVPA) of fMRI blood oxygenation level-dependent (BOLD) measurements has emerged as an important approach for studying neural representations. Many previous studies have implicitly assumed that MVPA of fMRI BOLD is just as effective in decoding information encoded in PFC neural activity as it is in visual cortex. However, MVPA studies of PFC have had mixed success. Here we estimate the base rate of decoding information from PFC BOLD activity patterns from a meta-analysis of published MVPA studies. We show that PFC has a significantly lower base rate (55.4%) than visual areas in occipital (66.6%) and temporal (71.0%) cortices and one that is close to chance levels. Our results have implications for the design and interpretation of MVPA studies of PFC and raise important questions about its functional organization.

Commercial versus technical cues to position a new product: Do hedonic and functional/healthy packages differ?

Packaging attributes can be classified into two main blocks: visual/commercial attributes and informational/technical ones. In this framework, our objectives are: (i) to compare if both kinds of attributes lead to equal responses (consumers' attitudes improvement and product trial) and (ii) to compare if they work equally when a hedonic or a healthy new product is launched into the young market. An experimental design was defined to reach both objectives. Two packaging attributes were manipulated orthogonally to introduce greater variation in people's perceptions: a visual cue (the color) and an informative cue (the claim/label). A third variable was introduced: hedonic (candy bars) versus functional/healthy products (juice with fruit and milk). In a laboratory, 300 young consumers chose and evaluated one of the different packages that were simulated (using different colors and labels). Our results show that both kinds of attributes are significant, but visual cues were more strongly associated with young consumers' positive attitudes towards the product and their intention to buy than technical cues. Results do not differ between the product categories.7.

Gender Differences in Food Choice: Effects of Superior Temporal Sulcus Stimulation

The easy availability of food has caused a shift from eating for survival to hedonic eating. Women, compared to men, have shown to respond differently to food cues in the environment on a behavioral and a neural level, in particular to energy rich (compared to low energy) foods. It has been demonstrated that the right posterior superior temporal sulcus (STS) is the only region exhibiting greater activation for high vs. low calorie food choices. In order to test for a possible causal role of STS in food choice, we applied high frequency transcranial random noise stimulation (tRNS) on STS assuming a different response pattern between males and females. Our participants (18 females, 17 males) performed a forced choice task between food pairs matched for individual liking but differed in calorie, during the left STS, right STS stimulation and sham condition. Male participants showed a general preference for low calorie (LC) foods compared to females. In addition, we observed in males, but not in females, an increase of high calorie (HC) food choice during right STS tRNS compared to sham condition and left STS tRNS. Finally, we found an increase of missed choices during right STS stimulation compared to sham condition and left STS stimulation. In conclusion, thanks to tRNS evidence, we both confirm the involvement and suggest a causal role of right posterior STS in feeding behavior. Moreover, we suggest that gender differences exist in STS mechanisms underlying food choice.

Food Decision-Making: Effects of Weight Status and Age

Food decisions determine energy intake. Since overconsumption is the main driver of obesity, the effects of weight status on food decision-making are of increasing interest. An additional factor of interest is age, given the rise in childhood obesity, weight gain with aging, and the increased chance of type 2 diabetes in the elderly. The effects of weight status and age on food preference, food cue sensitivity, and self-control are discussed, as these are important components of food decision-making. Furthermore, the neural correlates of food anticipation and choice and how these are affected by weight status and age are discussed. Behavioral studies show that in particular, poor self-control may have an adverse effect on food choice in children and adults with overweight and obesity. Neuroimaging studies show that overweight and obese individuals have altered neural responses to food in brain areas related to reward, self-control, and interoception. Longitudinal studies across the lifespan will be invaluable to unravel the causal factors driving (changes in) food choice, overconsumption, and weight gain.

The Neuroscience of Consumer Choice

We review progress and challenges relating to scientific and applied goals of the nascent field of consumer neuroscience. Scientifically, substantial progress has been made in understanding the neurobiology of choice processes. Further advances, however, require researchers to begin clarifying the set of developmental and cognitive processes that shape and constrain choices. First, despite the centrality of preferences in theories of consumer choice, we still know little about where preferences come from and the underlying developmental processes. Second, the role of attention and memory processes in consumer choice remains poorly understood, despite importance ascribed to them in interpreting data from the field. The applied goal of consumer neuroscience concerns our ability to translate this understanding to augment prediction at the population level. Although the use of neuroscientific data for market-level predictions remains speculative, there is growing evidence of superiority in specific cases over existing market research techniques.

From "Where" to "What": Distributed Representations of Brand Associations in the Human Brain

Considerable attention has been given to the notion that there exists a set of human-like characteristics associated with brands, referred to as brand personality. Here we combine newly available machine learning techniques with functional neuroimaging data to characterize the set of processes that give rise to these associations. We show that brand personality traits can be captured by the weighted activity across a widely distributed set of brain regions previously implicated in reasoning, imagery, and affective processing. That is, as opposed to being constructed via reflective processes, brand personality traits appear to exist a priori inside the minds of consumers, such that we were able to predict what brand a person is thinking about based solely on the relationship between brand personality associations and brain activity. These findings represent an important advance in the application of neuroscientific methods to consumer research, moving from work focused on cataloguing brain regions associated with marketing stimuli to testing and refining mental constructs central to theories of consumer behavior.

Functional MRI of Challenging Food Choices: Forced Choice between Equally Liked High- and Low-Calorie Foods in the Absence of Hunger

We are continuously exposed to food and during the day we make many food choices. These choices play an important role in the regulation of food intake and thereby in weight management. Therefore, it is important to obtain more insight into the mechanisms that underlie these choices. While several food choice functional MRI (fMRI) studies have been conducted, the effect of energy content on neural responses during food choice has, to our knowledge, not been investigated before. Our objective was to examine brain responses during food choices between equally liked high- and low-calorie foods in the absence of hunger. During a 10-min fMRI scan 19 normal weight volunteers performed a forced-choice task. Food pairs were matched on individual liking but differed in perceived and actual caloric content (high-low). Food choice compared with non-food choice elicited stronger unilateral activation in the left insula, superior temporal sulcus, posterior cingulate gyrus and (pre)cuneus. This suggests that the food stimuli were more salient despite subject’s low motivation to eat. The right superior temporal sulcus (STS) was the only region that exhibited greater activation for high versus low calorie food choices between foods matched on liking. Together with previous studies, this suggests that STS activation during food evaluation and choice may reflect the food’s biological relevance independent of food preference. This novel finding warrants further research into the effects of hunger state and weight status on STS, which may provide a marker of biological relevance.

Neural predictors of chocolate intake following chocolate exposure

Previous studies have shown that one's brain response to high-calorie food cues can predict long-term weight gain or weight loss. The neural correlates that predict food intake in the short term have, however, hardly been investigated. This study examined which brain regions' activation predicts chocolate intake after participants had been either exposed to real chocolate or to control stimuli during approximately one hour, with interruptions for fMRI measurements. Further we investigated whether the variance in chocolate intake could be better explained by activated brain regions than by self-reported craving. In total, five brain regions correlated with subsequent chocolate intake. The activation of two reward regions (the right caudate and the left frontopolar cortex) correlated positively with intake in the exposure group. The activation of two regions associated with cognitive control (the left dorsolateral and left mid-dorsolateral PFC) correlated negatively with intake in the control group. When the regression analysis was conducted with the exposure and the control group together, an additional region's activation (the right anterior PFC) correlated positively with chocolate intake. In all analyses, the intake variance explained by neural correlates was above and beyond the variance explained by self-reported craving. These results are in line with neuroimaging research showing that brain responses are a better predictor of subsequent intake than self-reported craving. Therefore, our findings might provide for a missing link by associating brain activation, previously shown to predict weight change, with short-term intake.

Distributed patterns of event-related potentials predict subsequent ratings of abstract stimulus attributes

Exposure to pleasant and rewarding visual stimuli can bias people's choices towards either immediate or delayed gratification. We hypothesised that this phenomenon might be based on carry-over effects from a fast, unconscious assessment of the abstract 'time reference' of a stimuli, i.e. how the stimulus relates to one's personal understanding and connotation of time. Here we investigated whether participants' post-experiment ratings of task-irrelevant, positive background visual stimuli for the dimensions 'arousal' (used as a control condition) and 'time reference' were related to differences in single-channel event-related potentials (ERPs) and whether they could be predicted from spatio-temporal patterns of ERPs. Participants performed a demanding foreground choice-reaction task while on each trial one task-irrelevant image (depicting objects, people and scenes) was presented in the background. Conventional ERP analyses as well as multivariate support vector regression (SVR) analyses were conducted to predict participants' subsequent ratings. We found that only SVR allowed both 'arousal' and 'time reference' ratings to be predicted during the first 200 ms post-stimulus. This demonstrates an early, automatic semantic stimulus analysis, which might be related to the high relevance of 'time reference' to everyday decision-making and preference formation.

Activation in inhibitory brain regions during food choice correlates with temptation strength and self-regulatory success in weight-concerned women

Food choices constitute a classic self-control dilemma involving the trade-off between immediate eating enjoyment and the long term goal of being slim and healthy, especially for weight-concerned women. For them, decision-making concerning high (HE) and low energy (LE) snacks differs when it comes to the need for self-control. In line, our first study aim was to investigate which brain regions are activated during food choices during HE compared to LE energy snacks in weight-concerned women. Since it is particularly difficult to resist HE snacks when they are very tasty, our second aim was to investigate in which brain regions choice-related activation varies with the food's tastiness. Our third aim was to assess in which brain regions choice-related activation varies with individual differences in self-regulatory success. To this end, 20 weight-concerned women indicated for 100 HE or LE snacks whether they wanted to eat them or not, while their brains were scanned using fMRI. HE snacks were refused more often than equally-liked LE snacks. HE snack choice elicited stronger activation in reward-related brain regions [medial to middle orbitofrontal cortex (OFC), caudate]. Highly tasty HE snacks were more difficult to resist and, accordingly, activation in inhibitory areas (inferior frontal gyrus, lateral OFC) was negatively associated with tastiness. More successful self-controllers showed increased activation in the supplementary motor area during HE food choices. In sum, the results suggest that HE snacks constitute a higher reward for weight-concerned women compared to (equally-liked) LE snacks, and that activation during food choice in brain regions involved in response inhibition varied with tastiness and individual differences in self-regulatory success. These findings advance our understanding of the neural correlates of food choice and point to new avenues for investigating explanations for self-regulatory failure.

Why people drink shampoo? Food Imitating Products are fooling brains and endangering consumers for marketing purposes

A Food Imitating Product (FIP) is a household cleaner or a personal care product that exhibits food attributes in order to enrich consumption experience. As revealed by many cases worldwide, such a marketing strategy led to unintentional self-poisonings and deaths. FIPs therefore constitute a very serious health and public policy issue. To understand why FIPs are a threat, we first conducted a qualitative analysis on real-life cases of household cleaners and personal care products-related phone calls at a poison control center followed by a behavioral experiment. Unintentional self-poisoning in the home following the accidental ingestion of a hygiene product by a healthy adult is very likely to result from these products being packaged like foodstuffs. Our hypothesis is that FIPs are non-verbal food metaphors that could fool the brain of consumers. We therefore conducted a subsequent functional neuroimaging (fMRI) experiment that revealed how visual processing of FIPs leads to cortical taste inferences. Considered in the grounded cognition perspective, the results of our studies reveal that healthy adults can unintentionally categorize a personal care product as something edible when a food-like package is employed to market nonedible and/or dangerous products. Our methodology combining field (qualitative) and laboratory (behavioral and functional neuroimaging) findings could be of particular relevance for policy makers, as it can help screening products prior to their market release – e.g. the way they are packaged and how they can potentially confuse the mind of consumers – and therefore save lives.