Consumption Simulations Induce Salivation to Food Cues

Decoupling of desire and salivation over repeated chocolate consumption and the moderating role of food legalizing

This study aimed to investigate the responses in desire and salivation during repeated chocolate consumption, and examining how these responses are influenced by a relaxed relationship with food, or 'food legalizing'. Salivation is often used as a proxy for desire, though evidence for this correlation is mixed. We hypothesized that both desire and salivation would decrease with repeated chocolate intake. Additionally, research has suggested that eating styles may affect habituation rates. We proposed that individuals with the food legalizing trait would habituate more rapidly to chocolate, providing an alternative mechanism to reward sensitivity associated with restrained eating. Fifty healthy-weight individuals participated in the study, consuming five blocks of chocolate (each 4 g, 22 calories) over trials. After the trials, participants were allowed to eat as much chocolate as they desired. The results showed that salivation was not correlated with self-reported desire over repeated chocolate consumption. While desire decreased with repeated intake and predicted ad libitum consumption, salivation increased and did not predict ad libitum consumption. Furthermore, food legalizing moderated the rate of responding in terms of the desire to eat but did not affect salivary flow. These findings suggest that salivation is not a reliable physiological measure of desire when eating chocolate. Instead, salivation appears to reflect sensitization to the sensory characteristics of chocolate and is less predictive of subsequent ad libitum chocolate consumption than self-reported desire. Lastly, having a carefree relationship with chocolate may help regulate its consumption, highlighting the potential benefits of a relaxed attitude toward food.

How (not) to talk about plant-based foods: using language to support the transition to sustainable diets

Reducing meat consumption is essential to curb further climate change and limit the catastrophic environmental degradation resulting from the current global food system. However, consumers in industrialised countries are hesitant to reduce their meat intake, often because they find plant-based foods less appealing. Despite the climate emergency, eating meat is still perceived as the norm, and recommended in most national dietary guidelines. To support the transition to more sustainable diets by providing insights for increasing the appeal of plant-based foods to mainstream consumers, this review presents recent research findings on how people think and communicate about meat-based and plant-based foods. The key findings we review include: (1) while vegans think about plant-based foods in terms of enjoyable eating experiences, omnivores think about plant-based foods in terms of health, vegan identity and other abstract information that does not motivate consumption in the moment. (2) Packages of ready-meals and social media posts on Instagram present plant-based foods with fewer references to enjoyable eating experiences than meat-based foods. (3) Presenting plant-based foods with language that references enjoyable eating experiences increases their appeal, especially for habitual meat eaters. This language includes words about sensory features of the food (e.g., crunchy, creamy), eating context (e.g. pub; with family) and immediate positive consequences of eating (e.g. comforting, delicious). In contrast, the term 'vegan' is strongly associated with negative stereotypes. Hence, rather than referring to being vegan, meat-free or healthy, the language used for plant-based foods should refer to sensory appeal, attractive eating situations and enjoyment.

What Is Food Noise? A Conceptual Model of Food Cue Reactivity

As GLP-1 receptor agonists, like semaglutide, emerge as effective treatments for weight management, anecdotal reports from patients and clinicians alike point to a reduction in what has been colloquially termed "food noise", as patients report experiencing less rumination and obsessive preoccupation about food. In this narrative review, we discuss concepts used in studies to investigate human eating behavior that can help elucidate and define food noise, particularly food cue reactivity. We propose a conceptual model that summarizes the main factors that have been shown to determine the magnitude of the reactivity elicited by external and internal food cues and how these factors can affect short- and long-term behavioral and clinical outcomes. By integrating key research conducted in this field, the Cue-Influencer-Reactivity-Outcome (CIRO) model of food cue reactivity provides a framework that can be used in future research to design studies and interpret findings related to food noise and food cue reactivity.

Polarizing Plates: Both Omnivores and Vegans Represent In-Group Foods With Eating Simulations

In two pre-registered experiments, we assessed how people cognitively represent meat and plant-based foods, to examine processes underlying dietary polarization in society. Food descriptions from U.K.-based omnivores (NExp. 1 = 109; NExp. 2 = 436) and vegans (NExp. 1 = 111; NExp. 2 = 407) were coded for features about consumption and reward (e.g., "rich," "indulgent," and "treat") or features independent of the consumption situation (e.g., "healthy," "protein," and "eco-friendly"). Participants used more consumption and reward features for diet-congruent dishes (meat dishes for omnivores and plant-based dishes for vegans) than for diet-incongruent dishes (vice versa). Omnivores focused on abstract, long-term consequences of plant-based foods, whereas vegans focused on the socio-political associations with meat foods. Consumption and reward features also positively predicted attractiveness ratings, the likelihood of ordering a dish, and eating intentions. These findings indicate the cognitive processes of polarized dietary groups that may hinder the mainstream transition to more sustainable food choices.

Eliciting real cravings with virtual food: Using immersive technologies to explore the effects of food stimuli in virtual reality

In this paper, we explore the current technical possibilities of eating in virtual reality (VR) and show how this could be used to influence eating behaviors. Cue-based exposure therapy is a well-known method used to treat eating disorders. There are several benefits to using VR in combination with cue-based therapy. However, before VR-based cue-exposure can be used for therapeutic purposes, the ability of the VR environment to elicit craving responses in participants must be assessed. This was the objective of the first part of the study, where we assessed whether our VR environment elicited food craving responses in participants. Results showed that our VR environment elicited food craving responses: Salivation Magnitude, Food Craving State and Urge to Eat was significantly different from the neutral baseline. In addition, results showed that food cravings measured through the salivation magnitude in response to the virtual condition were not significantly different from the real condition, thus showing that VR had a comparable effect on producing food cravings. The second part of the study was conducted to determine whether the addition of olfactory and interaction cues in VR increased the development of food cravings. The results of this part showed that adding synthetic olfactory cues, paired with visual cues, to our system, provided a significant further increase in food cravings. Our results demonstrate that the use of food cues in VR can increase the development of food cravings and that it is possible to provide a simple yet convincing eating experience in VR. Inevitably, food interaction in VR is still underexplored territory and further research is needed to improve utility and application in disciplines related to food and eating.

The tongue map and the spatial modulation of taste perception

There is undoubtedly a spatial component to our experience of gustatory stimulus qualities such as sweet, bitter, salty, sour, and umami, however its importance is currently unknown. Taste thresholds have been shown to differ at different locations within the oral cavity where gustatory receptors are found. However, the relationship between the stimulation of particular taste receptors and the subjective spatially-localized experience of taste qualities is uncertain. Although the existence of the so-called ‘tongue map’ has long been discredited, the psychophysical evidence clearly demonstrates significant (albeit small) differences in taste sensitivity across the tongue, soft palate, and pharynx (all sites where taste buds have been documented). Biases in the perceived localization of gustatory stimuli have also been reported, often resulting from tactile capture (i.e., a form of crossmodal, or multisensory, interaction). At the same time, varying responses to supratheshold tastants along the tongue's anterior-posterior axis have putatively been linked to the ingestion-ejection response. This narrative review highlights what is currently known concerning the spatial aspects of gustatory perception, considers how such findings might be explained, given the suggested balanced distribution of taste receptors for each basic taste quality where taste papillae are present, and suggests why knowing about such differences may be important.

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The existence of the tongue map has long been discredited.

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Taste receptors in the oral cavity respond to all tastes regardless of their location.

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Human psychophysical data highlights a significant spatial modulation of taste perception in the oral cavity.

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Highly-controlled studies of taste psychophysics rarely capture the full multisensory experience associated with eating and drinking.

The impact of action observation and motor imagery on the aesthetic preference of Chinese calligraphy

The creation of artwork requires motor activity. However, few empirical studies have directly explored the relationship between the experience of an artist's action and aesthetic experience. This study aimed to examine the effect of observing and imagery of the artist's action on the participants' aesthetic preferences. In Experiment 1 and 2, we took hard-pen and brush-pen Chinese calligraphy images as the stimulus, respectively, to explore the influence of action observation on the aesthetic preference by manipulating the artists' actions. The results of both Experiment 1 and 2 show that when participants observed the artists' actions, they tended to report a higher preference for calligraphy images compared with the control condition. In Experiments 3 and 4, we used instructions to manipulate the motor imagery tasks and investigated the effect of imaging the artist's action on the participants' aesthetic preferences. The results showed that both kinesthetic imagery and visual imagery increased the participants' preference. In general, our study shows that both action observation and motor imagery contribute to participants' aesthetic preferences. The results are discussed in terms of how artists' actions possibly influence the aesthetic preference of Chinese calligraphy.

Does a single consumption imagery event increase food desire?

Food desire is an intense motivational state a consumer experiences toward food that accounts for much of consumption. While extant research has shown that experiencing desire elicits consumption imagery, it remains unclear whether consumption imagery alone instigates desire. Even though this directional relationship has been often speculated upon, little empirical study has considered it. This paper empirically identifies imagined consumption as an antecedent of food desire. Six studies show that consumption imagery increases food desire and suggest that this impact is due to induced feelings of deprivation. Our findings also show that increased desire explains previously researched outcomes of imagery, such as a higher willingness to pay for and consumption volumes of the imagined food.

Cephalic phase insulin release: A review of its mechanistic basis and variability in humans

Cephalic phase insulin release (CPIR) is a transient pulse of insulin that occurs within minutes of stimulation from foods or food-related stimuli. Despite decades of research on CPIR in humans, the body of literature surrounding this phenomenon is controversial due in part to contradictory findings . This has slowed progress towards understanding the sensory and neural basis of CPIR, as well as its overall relevance to health. This review examines up-to-date knowledge in CPIR research and identifies sources of CPIR variability in humans in an effort to guide future research. The review starts by defining CPIR and discussing its presumed functional roles in glucose homeostasis and feeding behavior. Next, the types of stimuli that have been reported to elicit CPIR, as well as the sensory and neural mechanisms underlying the response in rodents and humans are discussed, and areas where knowledge is limited are identified. Finally, factors that may contribute to the observed variability of CPIR in humans are examined, including experimental design, test procedure, and individual characteristics. Overall, oral stimulation appears to be important for eliciting CPIR, especially when combined with other sensory modalities (vision, olfaction, somatosensation). While differences in experimental design and testing procedure likely explain some of the observed inter- and intra-study variability, individual differences also appear to play an important role. Understanding sources of these individual differences in CPIR will be key for establishing its health relevance.

Situating desire: Situational cues affect desire for food through eating simulations

How do situations influence food desire? Although eating typically occurs in rich background situations, research on food desire often focuses on the properties of foods and consumers, rather than on the situations in which eating takes place. Here, we take a grounded cognition perspective and suggest that a situation that is congruent with consuming a food increases simulations of eating it, which, in turn, affect desire, and the expected and actual liking of the food. We tested this idea in four pre-registered experiments (N = 524). Participants processed an image of a food presented in a congruent situation, an incongruent situation, or no background situation. Compared to the incongruent situation, the congruent situation increased expected liking of the food and desire, and this was partially or fully mediated by eating simulations. The congruent situation also increased salivation, a physiological indicator of preparing to eat. However, there was only weak and indirect evidence for congruence effects on actual liking of the food when tasted. These findings show that situational cues can affect desire for food through eating simulations. Thus, background situations play an important but understudied role in human food desires. We address implications for research using food images, and for applications to promote healthy and sustainable eating behaviour.

The Impact of Motor Imageries on Aesthetic Judgment of Chinese Calligraphy: An fMRI Study

Previous behavioral studies on aesthetics demonstrated that there was a close association between perceived action and aesthetic appreciation. However, few studies explored whether motor imagery would influence aesthetic experience and its neural substrates. In the current study, Chinese calligraphy was used as the stimuli to explore the relationship between the motor imagery and the aesthetic judgments of a participant using functional magnetic resonance imaging. The imaging results showed that, compared with the baseline, the activation of the brain regions [e.g., anterior cingulate cortex (ACC), putamen, and insula] involved in perceptual processing, cognitive judgments, aesthetic emotional, and reward processing was observed after the participants performed motor imagery tasks. The contrast analyses within aesthetic judgments showed that the kinesthetic imagery significantly activated the middle frontal gyrus, postcentral gyrus, ACC, and thalamus. Generally, these areas were considered to be closely related to positive aesthetic experience and suggested that motor imagery, especially kinesthetic imagery, might be specifically associated with the aesthetic appreciation of Chinese calligraphy.

3D printing of a high protein yoghurt-based gel: Effect of protein enrichment and gelatine on physical and sensory properties

The potential application of 3D printing technology in creating protein-rich desserts with multisensory design was investigated. Yoghurt-gel inks were formulated by varying the concentration of gelatine and whey protein isolate (WPI). Assessment of rheological and textural properties prior to printing, showed that an increase of gelatine concentration from 7.5 to 12.5% w/w increased the yield stress, storage modulus, loss modulus, firmness, and resilience of yoghurt gels. Addition of 12% WPI reduced these effects; creating softer gels with reduced resilience. However, these gels showed stable shape after printing, especially in formulations with higher gelatine concentrations. The changes in textural properties caused by the extrusion process need to be considered when designing yoghurt gels, as a significant reduction in firmness and resilience and an increase in adhesiveness were observed after 3D printing. The more stable and well-shaped 3D printed yoghurt gels were obtained by the combined effect of WPI and gelatine which provided a good balance of appearance, taste, flavour, and mouthfeel attributes evaluated by a trained sensory panel. A consumer study performed with thirty healthy adults showed the potential to improve sensory acceptance through the creation of multisensory layered design.

Supplementation With Phytogenic Compounds Modulates Salivation and Salivary Physico-Chemical Composition in Cattle Fed a High-Concentrate Diet

Saliva facilitates feed ingestion, nutrient circulation, and represents an important pH buffer for ruminants, especially for cattle fed high-concentrate diets that promote rumen acidification. This experiment evaluated the short-term effects of nine phytogenic compounds on salivation, saliva physico-chemical composition as well as ingested feed boli characteristics in cattle. A total of nine ruminally cannulated Holstein cows were used. Each compound was tested in four of these cows as part of a high-concentrate meal (2.5 kg of total mixed ration in dry matter basis for 4 h) in low or high dose, and was compared to a control meal without compound. Saliva was sampled orally (unstimulated saliva) for physico-chemical composition analysis. Composition of the ingested saliva (stimulated saliva), salivation and feed boli characteristics were assessed from ingesta collected at the cardia during the first 30 min of the meal. Analysis of unstimulated saliva showed that supplementation with capsaicin and thyme oil increased buffer capacity, while supplementation with thymol, L-menthol and gentian root decreased saliva pH. In addition, supplementing angelica root decreased saliva osmolality. Regression analysis on unstimulated saliva showed negative associations between mucins and bicarbonate as well as with phosphate when garlic oil, thyme oil or angelica root was supplemented. Analysis of stimulated saliva demonstrated that supplementation with garlic oil increased phosphate concentration, thyme oil tended to increase osmolality, capsaicin and thymol increased buffer capacity, and ginger increased phosphate content. Furthermore, salivation rate increased with ginger and thymol, and tended to increase with garlic oil, capsaicin, L-menthol and mint oil. Feed ensalivation increased with capsaicin. A positive association was found between feed bolus size and salivation rate when any of the phytogenic compounds was supplemented. Overall, our results demonstrate positive short-term effects of several phytogenic compounds on unstimulated and stimulated saliva physico-chemical properties, salivation or feed boli characteristics. Thus, the phytogenic compounds enhancing salivary physico-chemical composition have the potential to contribute to maintain or improve ruminal health in cattle fed concentrate-rich rations.

The Psychology of Desire and Implications for Healthy Hydration

This article discusses the cognitive mechanisms underlying the motivation to consume sugar-sweetened beverages (SSBs) and outlines implications for developing healthy hydration habits. While the detrimental health consequences of consuming SSBs are well understood, the psychological processes underlying the motivation to consume them are understudied. To address this gap, the current article applies a grounded cognition theory of desire and motivated behaviour, which can be used as a framework to understand and potentially change the motivation for SSBs and healthier alternatives, such as water. The grounded cognition theory of desire argues that people represent foods and drinks through potentially rewarding simulations, or re-experiences, of consuming them. These simulations, in turn, can increase desire and motivated behaviour. In line with this theory, research on eating behaviour shows that people think about attractive food in terms of what it feels like to eat it and in terms of relevant eating situations and that these simulations predict the desire to eat. Similarly, emerging research on SSBs shows that people represent these beverages in terms of the sensory and rewarding experiences of drinking them, more so than water, and especially if they consume them often. These simulations, in turn, predict the desire for sugary drinks and actual consumption. This has implications for attempts to increase healthy hydration: in order to facilitate healthy choices, the immediate pleasure to be gained from consuming a healthy beverage should be emphasized, rather than its long-term benefits. Repeatedly facilitating healthy drink choices in similar situations can ultimately contribute to the development of healthy hydration habits.

Dynamic changes in salivation, salivary composition, and rumen fermentation associated with duration of high-grain feeding in cows

Salivary secretions are essential for the regulation of digestive processes, as well as rumen and cow health. This research evaluated the effects of the duration of high-grain feeding, and of the time relative to a meal, on salivation, saliva properties, feed bolus characteristics, chewing activity, ruminal and reticular volatile fatty acids, as well as salivary and ruminal pH. Nine nonlactating cannulated Holstein cows were sampled at 1 and 23 d after transition to a 65% grain diet (short term and long term, respectively). Both before and after a controlled meal (2.5 kg of dry matter, offered over 4 h), unstimulated saliva was taken orally for composition analysis. Stimulated salivation and feed boli characteristics were evaluated by collection of ingesta from cardia during 30 min. Chewing and ruminal pH were measured during the controlled meal and for a total of 6 h thereafter. Results from unstimulated saliva showed no effect of the duration of high-grain feeding on bicarbonate, phosphate, total proteins, mucins, lysozyme, and buffer capacity, but increased osmolality at the long term. Lysozyme activity did not differ with high-grain feeding duration, but tended to be lower after the meal. In contrast to short-term-fed cows, the long-term-fed cows increased both meal consumption and feed bolus size, but decreased chewing and feed ensalivation (5.2 vs. 4.6 ± 0.50 g of saliva/g of dry matter), and had lower pH of the stimulated saliva (7.00 vs. 6.67 ± 0.076). These cows also had decreased chewing index (66.5 vs. 45.4 min/kg of neutral detergent fiber), and despite the increase in stimulated saliva buffer capacity (0.027 vs. 0.039 ± 0.006), mean ruminal pH decreased (6.31 vs. 6.11 ± 0.065) during ad libitum feeding. Both in the rumen and reticulum, the concentration of total volatile fatty acids was lower and propionate proportion was higher at the long term. Linear regression analyses revealed a positive influence of the flow rates of salivary bicarbonate and phosphate on ruminal pH during the short term. For every 1-mol increment in the flow of bicarbonate or phosphate, ruminal pH increased by 0.062 or 0.439 units, respectively. Overall, salivary buffers are key determinants of ruminal pH regulation, especially during short-term grain feeding. However, in the long term, ruminal pH drop during ad libitum feeding was stronger, and this effect seems to be exacerbated by increased feed bolus size, accompanied by reductions in feed ensalivation, stimulated saliva pH, and chewing index.

The effect of alcohol on food-related attentional bias, food reward and intake: Two experimental studies

Acute alcohol consumption has been shown to increase food intake, and long-term alcohol consumption may be a risk for weight gain. A potential, but under-studied, mechanism for this effect is alcohol's ability to enhance food reward. In two studies, participants consumed an alcoholic drink (Study 1: 0.3 grams of alcohol per kilogram of bodyweight (g/kg); Study 2: 0.6 g/kg) and a placebo-alcohol drink in a within-subjects design. In both studies, food-related appetitive and motivational states, and attentional bias (AB) towards food-related cues were measured. In Study 1 (N = 44), participants completed a visual probe task with concurrent recording of eye-movements which measured AB towards images of palatable foods, unpalatable foods, and non-food control items. Participants also completed measures of appetite and snack urge ratings, salivary response towards palatable foods and an ad libitum food taste test. In Study 2 (N = 84), participants completed a similar procedure, but completed a modified Stroop task which measured differences in food-related and alcohol-related AB across the two drink conditions. In Study 1, there was no difference in food-related AB between drink conditions, and no differences in snack urge, appetite ratings, salivary response, or food intake. In contrast, Study 2 showed an alcohol-induced increase in AB towards food, but not alcohol. Snack urge, alcohol urge ratings and ad libitum food intake were also higher after alcohol consumption, relative to the placebo. Collectively, these findings suggest that alcohol can increase food reward and food intake, but these effects may only occur at a higher dose.

Polyamine biomarkers as indicators of human disease

The significant increase of periodontitis, chronic kidney disease (CKD), Alzheimer's disease and cancer can be attributed to an ageing population. Each disease produces a range of biomarkers that can be indicative of disease onset and progression. Biomarkers are defined as cellular (intra/extracellular components and whole cells), biochemical (metabolites, ions and toxins) or molecular (nucleic acids, proteins and lipids) alterations which are measurable in biological media such as human tissues, cells or fluids. An interesting group of biomarkers that merit further investigation are the polyamines. Polyamines are a group of molecules consisting of cadaverine, putrescine, spermine and spermidine and have been implicated in the development of a range of systemic diseases, in part due to their production in periodontitis. Cadaverine and putrescine within the periodontal environment have demonstrated cell signalling interfering abilities, by way of leukocyte migration disruption. The polyamines spermine and spermidine in tumour cells have been shown to inhibit cellular apoptosis, effectively prolonging tumorigenesis and continuation of cancer within the host. Polyamine degradation products such as acrolein have been shown to exacerbate renal damage in CKD patients. Thus, the use of such molecules has merit to be utilized in the early indication of such diseases in patients.

Signs of Warning: Do Health Warning Messages on Sweets Affect the Neural Prefrontal Cortex Activity?

In the global attempt to combat rising obesity rates, the introduction of health warning messages on food products is discussed as one possible approach. However, the perception of graphical health warning messages in the food context and the possible impact that they may have, in particular at the neuronal level, have hardly been studied. Therefore, the aim of this explorative study was to examine consumers’ reactions (measured as neuronal activity and subjective reporting) of two different types of graphical health warning messages on sweets compared to sweets without warning messages. One type used the red road traffic stop sign as graphical information (“Stop”), while the other one used shocking pictures (“Shock”), an approach similar to the images on cigarette packages. The neural response of 78 participants was examined with the neuroimaging technique functional near-infrared spectroscopy (fNIRS). Different hemodynamic responses in the orbitofrontal cortex (OFC), the frontopolar cortex (FOC), and the dorsolateral prefrontal cortex (dlPFC) were observed, regions which are associated with reward evaluation, social behavior consequences, and self-control. Further, the health warning messages were actively and emotionally remembered by the participants. These findings point to an interesting health information strategy, which should be explored and discussed further.

Cross-Modal Effect of Presenting Food Images on Taste Appetite

We researched a method to objectively evaluate the presence of food images, for the purpose of applying it to digital signage. In this paper, we defined the presence of food images as a sensation that makes us recognize that food is there, and investigated the relationship between that recognition and the salivary secretion reaction. If saliva secretion can be detected by a non-invasive method, it may be possible to objectively estimate the presence of the viewer from the outside. Two kinds of experiments were conducted. STUDY 1 included presentations of popular cooking images, which portrayed a sense of deliciousness, and evaluated changes in the volume of saliva secretions and cerebral blood flow near the temples. STUDY 2 included comparisons of changes between presenting images only and images with corresponded smells. The images included scenes that introduced foods (i.e., almond pudding cake/bergamot orange) that were relatively simple, so that they did not induce the subjects themselves. As a result, we clarified the cross-modal effects that were closely related to sense of presence and salivation. Moreover, we clarified presentation of images with smells to improve one's sense of presence, even though the images were relatively simple.

Motivation States for Physical Activity and Sedentary Behavior: Desire, Urge, Wanting, and Craving

To better explain daily fluctuations in physical activity and sedentary behavior, investigations of motivation are turning from social cognitive frameworks to those centered on affect, emotion and automaticity, such as the Affect and Health Behavior Framework (AHBF), Integrated Framework and Affective-Reflective Theory (ART). This shift has necessitated: (a) re-examination of older theories and their constructs, such as drives, needs and tensions and (b) an inspection of competing theories from other fields that also attempt to explain dynamic changes in health behaviors. The Dynamical Model of Desire, Elaborated Intrusion Theory and others commonly share with AHBF the idea that human behavior is driven strongly by desires and/or the similar concepts of wants, urges, and cravings. These affectively-charged motivation states (ACMS) change quickly and may better explain physical activity behavior from one moment to the next. Desires for movement predominantly derive from negative but also positive reinforcement. Data from clinical populations with movement dysfunction or psychiatric disorders provides further evidence of these drivers of movement. Those with Restless Legs Syndrome, akathisia, tic disorders and exercise dependence all report strong urges to move and relief when it is accomplished. Motor control research has identified centers of the brain responsible for wants and urges for muscular movement. Models elaborated herein differentiate between wants, desires, urges and cravings. The WANT model (Wants and Aversions for Neuromuscular Tasks) conceptualizes desires for movement and rest as varying by magnitude, approach or avoidance-orientation (wants versus aversions) and as occupying independent dimensions instead of opposite ends of the same axis. For instance, one hypothetically might be in a state of both high desire for movement and rest simultaneously. Variations in motivation states to move and rest may also be associated with various stress states, like freezing or fight and flight. The first validated instrument to measure feelings of desire/want for movement and rest, the CRAVE Scale (Cravings for Rest and Volitional Energy Expenditure) is already shedding light on the nature of these states. With these advances in theory, conceptual modeling and instrumentation, future investigations may explore the effects of desires and urges for movement and sedentary behavior in earnest.

Food Marketing in an Obesogenic Environment: a Narrative Overview of the Potential of Healthy Food Promotion to Children and Adults

Purpose of Review

There is abundant evidence that food marketing influences children’s and adults’ food preferences and consumption. As such, exposure to unhealthy food marketing is a widely acknowledged risk factor contributing to the development of overweight and obesity. Less is known about the effects of healthy food promotion on people’s dietary behavior. This narrative review describes research from the past 5 years focused on the effects of healthy food marketing on children’s and adults’ food preferences and dietary intake. Our aim is to gain insight into the potential effects and mechanistic underpinnings of healthy food promotion, thereby building on existing knowledge on underlying mechanisms of the effectiveness of unhealthy food marketing.

Recent Findings

Only a small number of studies directly examined the effects of healthy food promotion on children’s and adults’ dietary behavior. Most studies targeted children’s fruit and/or vegetable intake and used a variety of marketing techniques, ranging from television adverts to social media influencer marketing. Six out of ten studies found a positive effect of healthy food promotion, indicating that healthy food marketing has the potential to influence dietary behavior.

Summary

Food marketing is highly effective in stimulating and reinforcing food consumption, in particular for energy-dense foods. Further investigation and experimentation into the efficiency and effectiveness of healthy food promotion are needed to determine how marketing techniques could be used to improve dietary behavior. The healthy food promotion model provides a framework for future research in this area.

Using consumption and reward simulations to increase the appeal of plant-based foods

The production of meat is a main contributor to current dangerous levels of greenhouse gas emissions. However, the shift to more plant-based diets is hampered by consumers finding meat-based foods more attractive than plant-based foods. How can plant-based foods best be described to increase their appeal to consumers? Based on the grounded cognition theory of desire, we suggest that descriptions that trigger simulations, or re-experiences, of eating and enjoying a food will increase the attractiveness of a food, compared to descriptions emphasizing ingredients. In Study 1, we first examined the descriptions of ready meals available in four large UK supermarkets (N = 240). We found that the labels of meat-based foods contained more references to eating simulations than vegetarian foods, and slightly more than plant-based foods, and that this varied between supermarkets. In Studies 2 and 3 (N = 170, N = 166, pre-registered), we manipulated the labels of plant-based and meat-based foods to either include eating simulation words or not. We assessed the degree to which participants reported that the description made them think about eating the food (i.e., induced eating simulations), and how attractive they found the food. In Study 2, where either sensory or eating context words were added, we found no differences with control labels. In Study 3, however, where simulation-based labels included sensory, context, and hedonic words, we found that simulation-based descriptions increased eating simulations and attractiveness. Moreover, frequent meat eaters found plant-based foods less attractive, but this was attenuated when plant-based foods were described with simulation-inducing words. We suggest that language that describes rewarding eating experiences can be used to facilitate the shift toward healthy and sustainable diets.

Pleasure or Health? The Role of Mental Simulation in Desire and Food Choices

Many times, desire possesses us and impedes us from making healthier food choices. From a grounded cognition perspective, we investigated the role of two types of mental simulation (process and outcome) in desire and food choice to understand the processes that modulate them and find strategies that encourage healthier food choices. In addition to these explicit measures, we used two implicit methods to measure approach-avoidance tendencies and visual attention. Our results showed that imagining the consumption of vice and virtue foods increased desire for the product imagined and seemed to favor the choice of a vice food. However, at an implicit level, the motivation to approach and avoid food products was neutral. Imagining the post-consumption of a vice food decreased desire for the imagined food and although it tempted people at an implicit level, it made people more prone to choose a virtue food. When a vice food was imagined, attentional bias increased for all types of food regardless of the simulation. When a virtue food was imagined, there was no effect on choice, motivation nor attentional bias. In conclusion, simply imagining certain foods is a potential solution for promoting healthier and thoughtful choices.

A stepwise approach investigating salivary responses upon multisensory food cues

Exposure to sensory food cues such as smell, vision, taste and/or texture may trigger anticipatory physiological responses such as salivation, participating on adequate metabolism of the signaled food. However, the individual contribution of each sensory modality as well as the impact of particular food products on salivation and salivary composition remains unclear. Therefore, by systematically varying sensory modalities and nutrient content of food stimuli, we investigated their effect on saliva secretion, α-amylase activity and other salivary characteristics (pH level, buffering capacity, MUC5B concentration, and total protein content). Over 3 sessions, 46 normal-weight healthy participants were exposed to 12 conditions, consisting of 4 levels of sensory stimulation (odor, odor + vision, odor + vision + taste, and odor + vision + taste + mastication) and 3 types of stimuli (bread, high-in-starch; cucumber, low-in-starch; and parafilm as non-food control) during which saliva was collected. Linear mixed models showed a significant increase in salivation with increasing levels of sensory stimulation. α-amylase secretion rate increased upon the highest level of stimulation, which involved mastication, compared to odor and odor + visual level of stimulation. Other salivary characteristics varied with the level of sensory stimulation, which might be related to the total volume of salivation. The type of stimuli did not influence the saliva composition (α-amylase concentration nor other salivary components). Our findings indicate that cumulative sensory information, rather than specific (food) product, play a vital role in anticipatory salivary responses.

Understanding Desire for Food and Drink: A Grounded-Cognition Approach

How does desire for food and drink arise in the human mind? We suggest that rewarding simulations, which are based on previous experiences, play a key role. In other words, people think about food and drink in terms of what it feels like to consume them, and this leads to desire. We illustrate this with research using behavioral, physiological, and neuroimaging methods. This work shows that food and drink cues (e.g., words, eating contexts, labels) trigger spontaneous eating and drinking simulations (e.g., thoughts about taste, texture, and enjoyment) and that these simulations affect desire and eating experiences (e.g., cravings, salivation, taste ratings). These simulations can be disrupted or diffused through working memory load or through mindfulness, thus reducing desire. We discuss these findings in the context of simulations in motivated behavior more generally and suggest directions for future research.

Advertising models in the act of eating: How the depiction of different eating phases affects consumption desire and behavior

In print advertising, the use of static pictures depicting models eating food is common practice. However, less is known about how the depiction of models in different phases of consumption (holding food, moving food to mouth, taking a bite, chewing on food) affects consumers. Theories have proposed that not only do individuals mimic actions, but they also adopt the goals and the motivational patterns underlying these actions by observing others. Building on this view, we hypothesized that consumers' desire to eat a food product and their actual consumption of a food product would be greater when the model in the picture was close to engaging in consumption and that desire and actual consumption would be reduced when the model was shown in the process of finishing consumption. In two studies, we found that the participants experienced an increased desire to eat the depicted food (Study 1) and ate more of the advertised food (Study 2) when the model was shown to engage in eating food compared with when the model was shown during completion of a consumption episode. In addition, the results of Study 1 suggest that even subtle differences such as holding food compared with putting food into the mouth might affect consumers' desire to eat. Overall, our results suggest that advertisements may affect consumers' motivation to engage in food intake differently depending on which consumption state they show with the depiction of a model close to engagement in food consumption being most likely to trigger a desire for consumption and an actual engagement in food intake.

Does immersion or detachment facilitate healthy eating? Comparing the effects of sensory imagery and mindful decentering on attitudes and behavior towards healthy and unhealthy food

Many people would like to reduce indulging in unhealthy foods, but find it difficult to do so. Previous research shows that individuals eat smaller portions of unhealthy hedonic food if they first imagine the sensory properties of tempting food (sensory imagery; Cornil & Chandon, 2016). Similarly, they show less preference for such food if they think about food in a detached way (decentering; Papies, Barsalou, & Custers, 2012; Papies, Pronk, Keesman, & Barsalou, 2015). Given that these two mindsets are seemingly at odds with each other, we compared them across two studies to examine their effects on the preference for (Experiment 1) and consumption of (Experiment 2) hedonic healthy and unhealthy food. Although sensory imagery and decentering had largely different effects for preferences towards healthy and unhealthy foods, they had comparable effects on the consumption of both types of foods, serving to reduce the effects of consumption in participants affected by hunger and emotional eating. These results suggest that while sensory imagery and decentering are based on different mechanisms, they produce similar results when it comes to the consumption of hedonic food, regardless of how healthy the food is.

Conditioning of human salivary flow using a visual cue for sour candy

OBJECTIVE

Although the "mouthwatering" to sight, smell, or thought of food is commonly accepted in food and nutrition research, the concept of mouthwatering and human salivary flow conditioning is not well accepted in salivary research. The objective of this study was to revisit whether human salivary flow could be classically conditioned to a previously neutral stimulus.

DESIGN

Sour candy or a non-food control in opaque containers were presented to healthy participants (n = 8). Simple images were consistently paired with container contents. Participants viewed the images for 15 s, then opened the containers and ate (candy) or did not eat (non-food control) the contents. This was repeated 14 times (7 of each stimulus). Order was semi-randomized to ensure one candy and one non-food were presented as the first two and last two stimuli. Saliva was collected with cotton dental rolls during these presentations (first two and last two) after viewing the image for 15 s, but before opening the container.

RESULTS

Participants were successfully conditioned to increase salivary flow in response to the image that predicted candy, as demonstrated by greater weight of saliva in response to 1) the candy-paired image than the non-food-paired image, and 2) the candy-paired image at the end of the first visit compared with the beginning (when the image had no meaning). However, the effect was attenuated during the second visit.

CONCLUSIONS

We demonstrate classical conditioning of human salivary flow is achievable, but the effect may not persist to a second visit.

Nutrition and taste and smell dysfunction

Food selection plays a pivotal role in maintaining adequate nutrient intake, thus elucidating drivers of food choice is a meaningful strategy to maintain health and manage disease. Taste and smell are key determinants of food choice and warrant careful consideration. In this review, we first discuss how sensory stimulation influences food selection and metabolism. We then review the evidence regarding the relationship between taste and smell dysfunction and food preferences and selection, with attention given to contexts of certain chronic diseases. We conclude with brief recommendations for the management of chemosensory disorders. While sensory abilities influence food selection, the effect of taste and smell dysfunction on long-term consumption patterns and health status must be considered in light of environment, exposure, and culture.

Mental Simulation of Visceral States Affects Preferences and Behavior

Preferences and behavior are heavily influenced by one’s current visceral experience, yet people often fail to anticipate such effects. Although research suggests that this gap is difficult to overcome—to act as if in another visceral state—research on mental simulation has demonstrated that simulations can substitute for experiences, albeit to a weaker extent. We examine whether mentally simulating visceral states can impact preferences and behavior. We show that simulating a specific visceral state (e.g., being cold or hungry) shifts people’s preferences for relevant activities (Studies 1a-2) and choices of food portion sizes (Study 3). Like actual visceral experiences, mental simulation only affects people’s current preferences but not their general preferences (Study 4). Finally, people project simulated states onto similar others, as is the case for actual visceral experiences (Study 5). Thus, mental simulation may help people anticipate their own and others’ future preferences, thereby improving their decision making.

Compared to self-immersion, mindful attention reduces salivation and automatic food bias

Immersing ourselves in food images can sometimes make it feel subjectively real, as if the actual food were right in front of us. Excessive self-immersion into mental content, however, is a hallmark of psychological distress, and of several psychiatric conditions. Being aware that imagined events are not necessarily an accurate depiction of reality is a key feature of psychotherapeutic approaches akin to mindfulness-based interventions. Yet, it is still largely unknown to what extent one's engagement with mental content, considering it as real, biases one's automatic tendencies toward the world. In this study, we measured the change in subjective realism induced by a self-immersion and a mindful attention instruction, using self-reports and saliva volumes. Then, we measured behaviorally the impact of subjective realism changes on automatic approach bias toward attractive food (FAB) using an approach-avoidance task. We found a reduction in saliva volume, followed by a reduction in FAB in the mindful condition compared to the immersed condition. During the immersed condition only, saliva volumes, state and trait measures of subjective realism, and food craving traits were positively correlated with FAB values, whereas meditation experience was negatively correlated to it. We conclude that mindful attention instructions can de-automatize food bias.

Mindfulness Reduces Reactivity to Food Cues: Underlying Mechanisms and Applications in Daily Life

PURPOSE OF REVIEW

Mindfulness-based interventions are becoming increasingly popular as a means to facilitate healthy eating. We suggest that the decentering component of mindfulness, which is the metacognitive insight that all experiences are impermanent, plays an especially important role in such interventions. To facilitate the application of decentering, we address its psychological mechanism to reduce reactivity to food cues, proposing that it makes thoughts and simulations in response to food cues less compelling. We discuss supporting evidence, applications, and challenges for future research.

RECENT FINDINGS

Experimental and correlational studies consistently find that the adoption of a decentering perspective reduces subjective cravings, physiological reactivity such as salivation, and unhealthy eating.

SUMMARY

We suggest that the decentering perspective can be adopted in any situation to reduce reactivity to food cues. Considering people's high exposure to food temptations in daily life, this makes it a powerful tool to empower people to eat healthily.