Searching for flavor labels in food products: the influence of color-flavor congruence and association strength

You eye what you eat: BMI, consumption patterns, and dieting status predict temporal attentional bias to food-associated images

People know that overconsumption of high-fat high-sugar (HFHS) foods have negative consequences for physical and cognitive wellbeing but continue to consume these foods in excess, leading to recent proposals to model obesity as an addiction disorder. The current experiment tested, in a large undergraduate sample (N = 306), the hypothesis that obesity and overconsumption is linked with an oversensitivity to rewards that drives attentional biases towards foods and food-associated cues. Using a modified emotion-induced blindness task with food-related distractors, we examined the extent to which attentional biases to images of HFHS foods were accounted for by BMI, HFHS food intake, self-reported hunger, time since last meal, diet status, food preferences, and attentional control. We also examined whether the same individual differences predicted attentional priority to cues that have a learned association with HFHS foods (i.e., images of food logos). Contrary to our predictions, higher BMI predicted less attentional priority for images of food and food logos. At the same time, increased consumption of HFHS foods predicted increased attentional priority for food images, whereas dieting predicted increased attentional priority for food logo images. Our results suggest that different people may preferentially attend to food versus food logo imagery based on their relationships with food. More broadly, our results support the theoretical perspective that attentional biases to food-associated stimuli can be affected by various competing, state-related factors.

Effect of colour-shape associations on visual feature discrimination

Non-synesthetes exhibit a tendency to associate specific shapes with particular colours (i.e., circle-red, triangle-yellow, and square-blue). Here, we used two Go/No-go tasks to examine the congruency priming effect of colour-shape associations on recognition efficiency of colour and shape features. At the beginning of each trial, a target colour or shape word was introduced, followed by a coloured-shape visual stimulus. Participants were required to press a key to a target stimulus ("go" cues), while withholding their responses to a non-target stimulus ("no-go" cues). The targets were presented either visually (visual word, Experiment 1) or auditorily (spoken word, Experiment 2). Results showed a congruency effect of colour-shape associations on recognition efficiency for colour and shape features in both experiments. Response times were shorter in congruent than in incongruent conditions, that a target could be recognised faster when it was presented with the congruent visual features than with incongruent ones, irrespective of the presentation form (visual or auditory). These results suggest that colour-shape associations can be strong to influence visual recognition of colour and shape features.

Crossmodal associations between visual textures and temperature concepts

Visual textures are critical in how individuals form sensory expectations about objects, which include somatosensory properties such as temperature. This study aimed to uncover crossmodal associations between visual textures and temperature concepts. In Experiment 1 (N = 193), we evaluated crossmodal associations between 43 visual texture categories and different temperature concepts (via temperature words such as cold and hot) using an explicit forced-choice test. The results revealed associations between striped, cracked, matted, and waffled visual textures and high temperatures and between crystalline and flecked visual textures and low temperatures. In Experiment 2 (N = 247), we conducted six implicit association tests (IATs) pairing the two visual textures most strongly associated with low (crystalline and flecked) and high (striped and cracked) temperatures with the words cold and hot as per the results of Experiment 1. When pairing the crystalline and striped visual textures, the results revealed that crystalline was matched to the word cold, and striped was matched to the word hot. However, some associations found in the explicit test were not found in the IATs. In Experiment 3 (N = 124), we investigated how mappings between visual textures and concrete entities may influence crossmodal associations with temperature and these visual textures. Altogether, we found a range of association strengths and automaticity levels. Importantly, we found evidence of relative effects. Furthermore, some of these crossmodal associations are partly influenced by indirect mappings to concrete entities.

Status of food colorants in India: conflicts and prospects

Food colorants are imperative ingredients for attracting consumers and in deciding their preferences. Here we discuss the current status of natural colorants and synthetic food colorants on the Indian market by appraising the growth of the food colorant market both globally and nationally, based on published case studies on synthetic food colorants (SFCs), rules, and regulations implemented by Food Safety and Standards Authority of India on natural food colorants and SFCs. The substantial lacunae in the research on the impacts of SFCs in the Indian population identified through our literature survey signify the scope and need for appraisal of the issues prevailing in the Indian food colorant market as well as the necessity of renewing the food colorant policies. The illegal use of banned food colorants, the adulteration of natural food colorants, mislabelling of SFCs as natural colorants, and the permitted use of internationally banned food colorants, as well as the unawareness among consumers are serious issues recognized. Appropriate labelling to denote natural food colorants' presence, renewed standards of policy to determine the permitted use of food colorants, comprehensive regulations for the production and use of natural food colorants, stringent rules to constrain the production of toxic SFCs are obligatory to breakdown the dilemma on the Indian food market. Most importantly, awareness and responsiveness should be generated among consumers regarding the illegal use and adulteration of colorants and the need to use natural colorants. We also recommend a logo to designate the presence of natural colorants which will aid the consumers to make the right choice.

How Food Shape Influences Calorie Content Estimation: The Biasing Estimation of Calories

Whether for improving health or keeping in shape, consumers are beginning to pay attention to calorie intake. However, although a growing number of studies have focused on the impact of food attributes on consumers, the sensory correspondence between food shape and calorie estimation is an underresearched topic. This review, therefore, reports on three studies investigating the effect of food shape on calorie content estimation, whereby participants perceived food in a square shape to have a higher calorie content than food in a circular shape. Perceived food weight plays a mediating role in the relationship between food shape and calorie estimation. Moreover, the more mindful participants were about calorie intake, the weaker the mediation effect of perceived weight. Conversely, the mediation effect of perceived weight was stronger for people who did not care about their calorie intake. These findings break novel ground by presenting food shape as a relevant factor for calorie content estimation. It not only pays attention to the information brought by the visual sense of food, but also complements the relevant literature in the field of food marketing, and has implications for marketing management.

Visual communication via the design of food and beverage packaging

A rapidly growing body of empirical research has recently started to emerge highlighting the connotative and/or semiotic meanings that consumers typically associate with specific abstract visual design features, such as colours (either when presented individually or in combination), simple shapes/curvilinearity, and the orientation and relative position of those design elements on product packaging. While certain of our affective responses to such basic visual design features appear almost innate, the majority are likely established via the internalization of the statistical regularities of the food and beverage marketplace (i.e. as a result of associative learning), as in the case of round typeface and sweet-tasting products. Researchers continue to document the wide range of crossmodal correspondences that underpin the links between individual visual packaging design features and specific properties of food and drink products (such as their taste, flavour, or healthfulness), and the ways in which marketers are now capitalizing on such understanding to increase sales. This narrative review highlights the further research that is still needed to establish the connotative or symbolic/semiotic meaning(s) of particular combinations of design features (such as coloured stripes in a specific orientation), as opposed to individual cues in national food markets and also, increasingly, cross-culturally in the case of international brands.

Investigating salience strategies to counteract obesity

The investigation of the characteristics and attributes that make a brand prominent for shoppers is known as salience research. This line of study concentrates on influencing buying behaviors via the manipulation of shopping environments and food products. Such promotional strategies successfully attract massive food sales and therefore have been associated with changes in dietary patterns and the epidemic expansion of non-communicable diseases, like obesity. Marketers have empirically proven that global buying patterns are influenced by their salience strategies and techniques. However, despite the significance of such methods, empirical salience investigations have rarely been extended beyond their primary business focus to the field of health promotion. Therefore, this study is presenting a way of transferring the salience knowledge to the health promotion field in order to track dietary choices and possibly gain information to identify buying and eating behaviors connected to obesity. The salience literature from various disciplines permits to hypothesize that consumers are more likely to have unhealthy diets when food-choices and conditions are saliently manipulated. A quasi-experimental method (combining salience measures with Bayesian analysis) was used to test this proposition. The results support the hypothesis and endorse the introduced research tool. As predicted, data reflect the latest national overweight and obesity statistics and suggest that habitual unhealthy diets are more likely when salience strategies link food products to taste, social and emotional attributes. These preliminary findings encourage further investigation to enhance the method as a possible epidemiological tool.

Neuromarketing in Haute Cuisine Gastronomic Experiences

Gastronomic experiences offer a set of stimuli that affect the customer’s perception of chef-designed food. This empirical study aims to analyze the influence on the consumer, at a cerebral level, of the stimuli characteristic of a high-level gastronomic experience, in a Michelin starred restaurant. The presentation by the waiter or chef, the plate design, the dish served, the taste of food, interaction or moment in which the food is served are the variables analyzed. Through the use of neuromarketing techniques – galvanic skin response to register emotional arousal, eye tracking to identify where consumers look, and electroencephalography to interpret emotional reactions – combined with qualitative research technique (In-depth interviews with all consumers), in order to know the natural and suggested memories, the objective of this research is to determine the emotional impact of the variables analyzed against the actual taste of food, obtaining conclusions about each variable in overall experience and allowing the authors to propose a model of order design of dishes, designed by the chef, based on emotions and thereby achieving greater efficiency in results of the experience and the memory of it. Results indicate a favorable influence on emotions when the chef presents the food. Likewise, dishes with special presentation have a greater influence at the level of interest than conventional dishes. It is important to highlight that the levels of emotion and attention fall after the midway point of the experience, due to the duration of the experience. Therefore, the dishes do not have the same emotional impact, despite being as special as at the beginning of the experience.

Wine psychology: basic & applied

Basic cognitive research can help to explain our response to wine, and the myriad factors that affect it. Wine is a complex, culture-laden, multisensory stimulus, and our perception/experience of its properties is influenced by everything from the packaging in which it is presented through the glassware in which it is served and evaluated. A growing body of experiential wine research now demonstrates that a number of contextual factors, including everything from the colour of the ambient lighting through to background music can exert a profound, and in some cases predictable, influence over the tasting experience. Sonic seasoning - that is, the matching of music or soundscapes with specific wines in order to accentuate or draw attention to certain qualities/attributes in the wine, such as sweetness, length, or body, also represents a rapidly growing area of empirical study. While such multisensory, experiential wine research undoubtedly has a number of practical applications, it also provides insights concerning multisensory perception that are relevant to basic scientists. Furthermore, the findings of the wine research are also often relevant to those marketers interested in understanding how the consumers' perception of any other food or beverage product can potentially be modified.

Functional and structural basis of the color-flavor incongruency effect in visual search

We conducted a functional magnetic resonance imaging (fMRI) study and a voxel-based morphometry (VBM) study to investigate the functional and structural basis of how visual search for flavor labels in packaging is influenced by the color of the packaging. The participants were cued by a flavor word before searching for a package with this flavor label. The behavioral results of both studies revealed that the participants were slower to find the target when its color was incongruent with the flavor label in terms of color-flavor associations than when it was congruent with the flavor label, which is indicative of a color-flavor incongruency effect in the reaction times. The fMRI results revealed that this behavioral effect was associated with enhanced activation in the right putamen. The VBM results further revealed a significant positive correlation between the magnitude of the behavioral effect and volume of gray matter in the right putamen. Taken together, these findings suggest that the color-flavor incongruency effect may be attributed to the violation of color expectation in the incongruent condition and that the putamen may be one of the important areas for processing events in violation of expectation.

Symposium review: Genomic investigations of flavor formation by dairy microbiota

Flavor is one of the most important attributes of any fermented dairy product. Dairy consumers are known to be willing to experiment with different flavors; thus, many companies producing fermented dairy products have looked at culture manipulation as a tool for flavor diversification. The development of flavor is a complex process, originating from a combination of microbiological, biochemical, and technological aspects. A key driver of flavor is the enzymatic activities of the deliberately inoculated starter cultures, in addition to the environmental or "nonstarter" microbiota. The contribution of microbial metabolism to flavor development in fermented dairy products has been exploited for thousands of years, but the availability of the whole genome sequences of the bacteria and yeasts involved in the fermentation process and the possibilities now offered by next-generation sequencing and downstream "omics" technologies is stimulating a more knowledge-based approach to the selection of desirable cultures for flavor development. By linking genomic traits to phenotypic outputs, it is now possible to mine the metabolic diversity of starter cultures, analyze the metabolic routes to flavor compound formation, identify those strains with flavor-forming potential, and select them for possible commercial application. This approach also allows for the identification of species and strains not previously considered as potential flavor-formers, the blending of strains with complementary metabolic pathways, and the potential improvement of key technological characteristics in existing strains, strains that are at the core of the dairy industry. An in-depth knowledge of the metabolic pathways of individual strains and their interactions in mixed culture fermentations can allow starter blends to be custom-made to suit industry needs. Applying this knowledge to starter culture research programs is enabling research and development scientists to develop superior starters, expand flavor profiles, and potentially develop new products for future market expansion.

Multisensory Technology for Flavor Augmentation: A Mini Review

There is growing interest in the development of new technologies that capitalize on our emerging understanding of the multisensory influences on flavor perception in order to enhance human–food interaction design. This review focuses on the role of (extrinsic) visual, auditory, and haptic/tactile elements in modulating flavor perception and more generally, our food and drink experiences. We review some of the most exciting examples of recent multisensory technologies for augmenting such experiences. Here, we discuss applications for these technologies, for example, in the field of food experience design, in the support of healthy eating, and in the rapidly growing world of sensory marketing. However, as the review makes clear, while there are many opportunities for novel human–food interaction design, there are also a number of challenges that will need to be tackled before new technologies can be meaningfully integrated into our everyday food and drink experiences.

Using Single Colors and Color Pairs to Communicate Basic Tastes II: Foreground-Background Color Combinations

People associate basic tastes (e.g., sweet, sour, bitter, and salty) with specific colors (e.g., pink or red, green or yellow, black or purple, and white or blue). In the present study, we investigated whether a color bordered by another color (either the same or different) would give rise to stronger taste associations relative to a single patch of color. We replicate previous findings, highlighting the existence of a robust crossmodal correspondence between individual colors and basic tastes. On occasion, color pairs were found to communicate taste expectations more consistently than were single color patches. Furthermore, and in contrast to a recent study in which the color pairs were shown side-by-side, participants took no longer to match the color pairs with tastes than the single colors (they had taken twice as long to respond to the color pairs in the previous study). Possible reasons for these results are discussed, and potential applications for the results, and for the testing methodology developed, are outlined.

Music Influences Hedonic and Taste Ratings in Beer

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

Conducting perception research over the internet: a tutorial review

This article provides an overview of the recent literature on the use of internet-based testing to address important questions in perception research. Our goal is to provide a starting point for the perception researcher who is keen on assessing this tool for their own research goals. Internet-based testing has several advantages over in-lab research, including the ability to reach a relatively broad set of participants and to quickly and inexpensively collect large amounts of empirical data, via services such as Amazon’s Mechanical Turk or Prolific Academic. In many cases, the quality of online data appears to match that collected in lab research. Generally-speaking, online participants tend to be more representative of the population at large than those recruited for lab based research. There are, though, some important caveats, when it comes to collecting data online. It is obviously much more difficult to control the exact parameters of stimulus presentation (such as display characteristics) with online research. There are also some thorny ethical elements that need to be considered by experimenters. Strengths and weaknesses of the online approach, relative to others, are highlighted, and recommendations made for those researchers who might be thinking about conducting their own studies using this increasingly-popular approach to research in the psychological sciences.