Decoding explicit and implicit representations of health and taste attributes of foods in the human brain

Taste or health: The impact of packaging cues on consumer decision-making in healthy foods

According to the theory of dietary regulation, consumers frequently encounter conflicts between healthiness and tastiness when selecting healthy foods. This study explores how packaging cue that highlight "tasty" versus "healthy" affect consumers' intentions to purchase healthy food. After an Implicit Association Test (IAT) confirmed a perceived lack of tastiness in health foods in the Preliminary study, Study 1 analyzed pricing and packaging details of the top 200 most-popular items in each of the ten healthy food categories on a major online shopping platform. Results showed that products with taste-focused cues commanded higher prices, indicating stronger consumer acceptance of healthy foods marketed as delicious. To address the causality limitations of observational studies, Study 2 used an experimental design to directly measure the impact of these cues on purchase intentions and perceptions of energy, healthiness, and tastiness. Findings revealed that taste-focused cues significantly boosted purchase intentions compared to health-focused cues, although they also diminished the perceived healthiness of the products. Moreover, in the control group exposed to unhealthy food options, health-emphasized packaging also increased purchase intentions, indicating that consumers seek a balance between healthiness and tastiness, rather than prioritizing health alone. Study 3 further explored the impact of cognitive load over these cue influences, revealing a heightened inclination among consumers to purchase healthy products with taste-focused cue under high cognitive load state. These insights have direct implications for food packaging design, suggesting that emphasizing a balance of taste and health benefits can effectively enhance consumer engagement. The study, which conducted in China, also opens avenues for future research to explore similar effects, maybe in different cultural contexts, different consumer groups, and under varied cognitive conditions.

Complexity Matters: Normalization to Prototypical Viewpoint Induces Memory Distortion along the Vertical Axis of Scenes

Scene memory is prone to systematic distortions potentially arising from experience with the external world. Boundary transformation, a well-known memory distortion effect along the near-far axis of the three-dimensional space, represents the observer's erroneous recall of scenes' viewing distance. Researchers argued that normalization to the prototypical viewpoint with the high-probability viewing distance influenced this phenomenon. Herein, we hypothesized that the prototypical viewpoint also exists in the vertical angle of view (AOV) dimension and could cause memory distortion along scenes' vertical axis. Human subjects of both sexes were recruited to test this hypothesis, and two behavioral experiments were conducted, revealing a systematic memory distortion in the vertical AOV in both the forced choice (n = 79) and free adjustment (n = 30) tasks. Furthermore, the regression analysis implied that the complexity information asymmetry in scenes' vertical axis and the independent subjective AOV ratings from a large set of online participants (n = 1,208) could jointly predict AOV biases. Furthermore, in a functional magnetic resonance imaging experiment (n = 24), we demonstrated the involvement of areas in the ventral visual pathway (V3/V4, PPA, and OPA) in AOV bias judgment. Additionally, in a magnetoencephalography experiment (n = 20), we could significantly decode the subjects' AOV bias judgments ∼140 ms after scene onset and the low-level visual complexity information around the similar temporal interval. These findings suggest that AOV bias is driven by the normalization process and associated with the neural activities in the early stage of scene processing.

The Time-Course of Food Representation in the Human Brain

Humans make decisions about food every day. The visual system provides important information that forms a basis for these food decisions. Although previous research has focused on visual object and category representations in the brain, it is still unclear how visually presented food is encoded by the brain. Here, we investigate the time-course of food representations in the brain. We used time-resolved multivariate analyses of electroencephalography (EEG) data, obtained from human participants (both sexes), to determine which food features are represented in the brain and whether focused attention is needed for this. We recorded EEG while participants engaged in two different tasks. In one task, the stimuli were task relevant, whereas in the other task, the stimuli were not task relevant. Our findings indicate that the brain can differentiate between food and nonfood items from ∼112 ms after the stimulus onset. The neural signal at later latencies contained information about food naturalness, how much the food was transformed, as well as the perceived caloric content. This information was present regardless of the task. Information about whether food is immediately ready to eat, however, was only present when the food was task relevant and presented at a slow presentation rate. Furthermore, the recorded brain activity correlated with the behavioral responses in an odd-item-out task. The fast representation of these food features, along with the finding that this information is used to guide food categorization decision-making, suggests that these features are important dimensions along which the representation of foods is organized.

The Neural Correlates of Food Preference among Music Kinds

The calorie and taste choices of food have been shown to be related to the external environment, including music. Previous studies have mostly focused on manipulating basic auditory parameters, with few scholars exploring the impact of complex musical parameters on food selection. This study explored the effects of different kinds of music (classical, rock, jazz, and hip-hop) on food liking based on the calories (high and low) and taste (sweet and salty) using event-related potentials (ERPs). Twenty-four participants (8 males, 16 females) were recruited from Southwest University, China to participate in the food liking task using a Likert seven-point rating and simultaneously recording EEG signals (N2, P2, N3, and LPC). This study used repeated-measures analyses of covariances and found that the score of the high-calorie foods was greater than that of the low-calorie foods. Additionally, results revealed that the score in classical music was greatest for sweet foods, while there was no difference among music kinds in the salty foods. The ERP results showed that P2 amplitudes were greater for sweet foods than those for the salty foods. N2 amplitudes for the salty foods were greater than those for the sweet foods during rock music; in addition, N2 amplitudes during hip-hop music were greatest for sweet foods. However, N2 amplitudes during rock music were the greatest for salty foods. The results also revealed that N2 amplitudes during hip-hop music were greater than those during jazz music. This study provides unique operational insights for businesses.

Effects of immediate and distant health consequences: different types of health warning messages on sweets affect the purchase probability

BACKGROUND

Several health control policies have been discussed as a regulatory approach to tackle the increasing prevalence of obesity and other health risks related to sugar consumption. Health warnings, like the ones used in tobacco control worldwide, are one of the most promising approaches. However, in the case of health warning messages for food products, it is much more complicated and involves much more consumer involvement than tobacco guidance. Therefore, it is important to better understand the efficacy, evaluation, and reactance of health warning labels in the food sector regarding consumers' behavior, persuasion, and perceptions. The aim of this study was to examine how different types (design and message) of health warning messages in combination with graphical applications affect consumer behavior.

METHODS

In a 3 × 3 × 3 symmetrical design, 1,040 German participants completed an online discrete choice experiment including various text-only and image-and-text health warning labels on sweets. An accompanying questionnaire assessed socio-demographic variables as well as psychometric scales to understand the relationship between fear, control, reactance, and shocking/inhibiting/mediating health-related warnings.

RESULTS

Our results suggest that especially emotional graphical images combined with text health warning labels might be more influential. The health effects of immediate (caries) and more distant health consequences (diabetes/obesity) differ in their impact. Further, results show that especially when consumers engage in a danger control process for overweight, warning messages have a negative impact on their choices.

CONCLUSION

Hence, warning labels on sweets can potentially be a decisive factor when communicating health threats related to excessive sugar consumption. In the context of a targeted health policy, we see the need for further research, especially concerning the perception and understanding of noncommunicable diseases (NCDs) in the population.

Value certainty and choice confidence are multidimensional constructs that guide decision-making

The degree of certainty that decision-makers have about their evaluations of available choice alternatives and their confidence about selecting the subjectively best alternative are important factors that affect current and future value-based choices. Assessments of the alternatives in a given choice set are rarely unidimensional; their values are usually derived from a combination of multiple distinct attributes. For example, the taste, texture, quantity, and nutritional content of a snack food may all be considered when determining whether to consume it. We examined how certainty about the levels of individual attributes of an option relates to certainty about the overall value of that option as a whole and/or to confidence in having chosen the subjectively best available option. We found that certainty and confidence are derived from unequally weighted combinations of attribute certainties rather than simple, equal combinations of all sources of uncertainty. Attributes that matter more in determining choice outcomes also are weighted more in metacognitive evaluations of certainty or confidence. Moreover, we found that the process of deciding between two alternatives leads to refinements in both attribute estimations and the degree of certainty in those estimates. Attributes that are more important in determining choice outcomes are refined more during the decision process in terms of both estimates and certainty. Although certainty and confidence are typically treated as unidimensional, our results indicate that they, like value estimates, are subjective, multidimensional constructs.