Sensory Nudges: The Influences of Environmental Contexts on Consumers' Sensory Perception, Emotional Responses, and Behaviors toward Foods and Beverages

Nature's beauty versus urban bustle: Chinese folk music influences food choices by inducing mental imagery of different scenes

Previous research has demonstrated that music can impact people's food choices by triggering emotional states. We reported two virtual reality (VR) experiments designed to examine how Chinese folk music influences people's food choices by inducing mental imagery of different scenes. In both experiments, young healthy Chinese participants were asked to select three dishes from an assortment of two meat and two vegetable dishes while listening to Chinese folk music that could elicit mental imagery of nature or urban scenes. The results of Experiment 1 revealed that they chose vegetable-forward meals more frequently while listening to Chinese folk music eliciting mental imagery of nature versus urban scenes. In Experiment 2, the participants were randomly divided into three groups, in which the prevalence of their mental imagery was enhanced, moderately suppressed, or strongly suppressed by performing different tasks while listening to the music pieces. We replicated the results of Experiment 1 when the participants' mental imagery was enhanced, whereas no such effect was observed when the participants' mental imagery was moderately or strongly suppressed. Collectively, these findings suggest that music may influence the food choices people make in virtual food choice tasks by inducing mental imagery, which provides insights into utilizing environmental cues to promote healthier food choices.

The Quality of Menu Offerings in Independently Owned Restaurants in Baltimore, Maryland: Results from Mixed-Methods Formative Research for the FRESH Trial

(1) Background: Independently owned restaurants (IORs) are prevalent in under-resourced racial and ethnic minority communities in the US and present a unique setting for public health nutrition interventions. (2) Methods: We conducted 14 in-depth interviews with IOR owners in Baltimore about their perceptions of healthy food, and customers' acceptance of healthier menus and cooking methods and concurrent observations of the availability of healthy options on their menus. Qualitative data were coded and analyzed using ATLAS.ti. Observations were analyzed with statistical analysis performed in R. (3) Results: Owners perceived non-fried options, lean proteins, and plant-based meals as healthy. While open to using healthier cooking fats, they had mixed feelings about reducing salt, adopting non-frying methods for cooking, and adding vegetables and whole grains to the menu, and were reluctant to reduce sugar in recipes and beverages. Only 17.5% of 1019 foods and 27.6% of 174 beverages in these IORs were healthy, with no significant differences in the healthfulness of restaurant offerings within low-healthy-food-access/low-income neighborhoods and those outside. (4) Conclusion: Healthy options are generally scarce in Baltimore's IORs. Insights from owners inform future interventions to tailor healthy menu offerings that are well-received by customers and feasible for implementation.

The impact of transparent packaging: how transparent packaging for organic foods affects tourists' green purchasing behavior

Previous studies have shown that transparent packaging can influence consumer behavior, but the impact on tourists' environmentally friendly purchase intentions is not well-understood. This study conducted four experiments with 1,513 participants to explore the role of transparent packaging in tourists' willingness to engage in green purchasing. Factors such as ecological concern, nature connectedness, and environmental consequences were also examined. The results showed that transparent packaging significantly enhanced tourists' purchase intentions and that ecological concern, nature connectedness, and environmental consequences had a significant influence on these intentions. These findings contribute to understanding the packaging paradox and its relationship with tourists' green purchasing behavior. The study has implications for the food retail industry and the promotion of sustainable development in scenic areas, suggesting that transparent packaging can effectively enhance tourists' purchase intentions for green products. Understanding factors like ecological concern and nature connectedness can also provide valuable insights for the industry to improve marketing strategies and promote environmentally friendly choices among tourists.

The Difference between PC-Based and Immersive Virtual Reality Food Purchase Environments on Useability, Presence, and Physiological Responses

Computer simulations used to study food purchasing behavior can be separated into low immersion virtual environments (LIVE), which use personal computers and standard monitors to display a scene, and high immersion virtual environments (HIVE) which use virtual reality technology such as head-mounted displays to display a scene. These methods may differ in their ability to create feelings of presence or cybersickness that would influence the usefulness of these approaches. In this present study, thirty-one adults experienced a virtual supermarket or fast-food restaurant using a LIVE system or a HIVE system. Feelings of presence and cybersickness were measured using questionnaires or physiological responses (heart rate and electrodermal activity). The participants were also asked to rate their ability to complete the set task. The results of this study indicate that participants reported a higher sense of presence in the HIVE scenes as compared to the LIVE scenes (p < 0.05). The participant's heart rate and electrodermal activity were significantly higher in the HIVE scene treatment when compared to the LIVE scene (p < 0.05). There was no difference in the participant's ability to complete tasks in the different scenes. In addition, feelings of cybersickness were not different between the HIVE and LIVE scenes.

Encouraging (Nudging) People to Increase Their Fluid Intake

This narrative historical review considers the various routes to nudging consumers towards drinking more, given self-reported evidence that many people are often not adequately hydrated. This review builds on the related notion of 'visual hunger'. Interestingly, however, while many desirable foods are associated with distinctive sensory qualities (such as an appetizing smell), that may capture the consumer's (visual) attention, it is less clear that there is an equivalent sensory attentional capture by hydration-related cues. One of the other important differences between satiety and thirst is that people tend to overconsume if they use interoceptive satiety cues to decide when to stop eating, while the evidence suggests that people typically stop drinking prior to being adequately hydrated. What is more, the increasing amount of time we spend in consistently warm indoor environments may also be exacerbating our need to drink more. A number of concrete suggestions are made concerning how people may be encouraged (or nudged) to imbibe sufficient water.

The Effect of Response Conditions on Food Images-Evoked Emotions Measured Using the Valence × Arousal Circumplex-Inspired Emotion Questionnaire (CEQ)

In 2020, a single-response-based, valence × arousal circumplex-inspired emotion questionnaire (CEQ) was developed. Using a between-participants design, previous studies have found that a multiple response (MR) condition better discriminated test samples (e.g., written food names) based on their evoked emotions than a single response (SR) condition. This research, comprising Studies 1 and 2, aimed to determine the effect of response conditions (i.e., SR vs. MR) on emotional responses to food image samples, using a within-participants design. In Study 1, 105 Korean participants were asked to select a pair of emotion terms (i.e., SR condition) or select all pairs representing their evoked emotions (i.e., MR condition) from a list of 12 pairs of emotion terms of the CEQ, in response to the 14 food images. Both SR and MR conditions were tested within a remote (online) session. To minimize both a potential carry-over effect of the "within-participants design" and an influence of environmental factors in the remote testing, Study 2 asked 64 U.S. participants to do so over two separated sessions on two different days in a controlled laboratory setting. In both Studies 1 and 2, participants selected the CEQ's emotion-term pairs in the MR condition more frequently than in the SR condition, leading to the MR condition's higher capacity to discriminate test samples. While the configurations of the correspondence analysis biplots drawn in the SR and MR conditions were similar, those in the MR condition were more likely to be similar to the configurations of the principal component analysis biplots drawn from the ratings of valence and arousal for food image samples. In conclusion, this study provides robust empirical evidence that the MR condition can perform better in capturing sample differences in food-evoked emotions, while the SR condition is also effective in characterizing emotional profiles of test samples. Our findings will provide practical insights to sensory professionals, enabling them to effectively leverage the CEQ or its variants when measuring food-evoked emotions.

The Influence of Sensory Characteristics of Game Meat on Consumer Neuroperception: A Narrative Review

Game meat contains bioactive compounds that directly influence the formation of a rich reservoir of flavor precursors that produce specific sensory properties. Quality is considered one of the most influential determinants of consumer behavior, but the interpretation of this concept differs between consumers. Although recognized for its quality, its unique sensory characteristics (smell, taste, aroma) may have a major impact on consumer perception. The aim of this review is to describe the consumer behavior regarding game meat through elements of neuroperception, using methods of analysis, observation, and interpretation of scientific information from the literature. Following the analysis of published papers on this topic, it was shown that external factors influencing the biological basis of behavior could provide explanations for the acceptance or rejection of this type of meat and solutions. Neuroperception can explain the mechanism behind consumer decision-making. The influence of extrinsic factors (environment, mood, emotions, stress) shapes the perception of the quality attributes of game meat, the unique sensory characteristics of game meat passing through a primary filter of sensory receptors (eyes, nose, tongue, etc). Game meat is darker and tougher (compared to meat from domestic animals), and the taste and smell have the power to trigger memories and change the mood, influencing consumer behavior. Understanding consumer attitudes towards game meat in relation to quality attributes and the physiology of sensory perception can provide important insights for food industry professionals, processors, sensory evaluators, and researchers.

Impacts of Utensil Conditions on Consumer Perception and Acceptance of Food Samples Evaluated under In-Home Testing during the COVID-19 Pandemic

Sensory professionals are looking for alternative ways to conduct laboratory sensory testing, especially central location testing (CLT), during the COVID-19 pandemic. One way could be conducting CLTs at home (i.e., in-home testing). It is questionable whether food samples under in-home testing should be presented in uniform utensils, as it does so under laboratory sensory testing. This study aimed to determine whether utensil conditions could affect consumer perception and acceptance of food samples evaluated under in-home testing. Sixty-eight participants (40 females and 28 males) prepared chicken-flavored ramen noodle samples and evaluated them for attribute perception and acceptance, under two utensil conditions, using either their utensils ("Personal") or uniform utensils provided ("Uniform"). Participants also rated their liking of forks/spoons, bowls, and eating environments, respectively, and attentiveness to sensory evaluation under each utensil condition. Results of the in-home testing showed that participants liked ramen noodle samples and their flavors under the "Personal" condition significantly more than under the "Uniform" condition. Ramen noodle samples evaluated under the "Uniform" condition were significantly higher in terms of saltiness than those evaluated under the "Personal" condition. Participants liked forks/spoons, bowls, and eating environments used under the "Personal" condition significantly more than those used under the "Uniform" condition. While overall likings of ramen noodle samples, evaluated under the "Personal" condition, significantly increased with an increase in hedonic ratings of forks/spoons or bowls, such significant correlations were not observed under the "Uniform" condition. In other words, providing uniform utensils (forks, spoons, and bowls) to participants in the in-home testing can reduce the influences of utensils on consumer likings of ramen noodle samples evaluated at home. In conclusion, this study suggests that sensory professionals should consider providing uniform utensils when they want to focus solely on consumer perception and acceptance of food samples by minimizing influences of environmental contexts, especially utensils, in the "in-home" testing.

Behavioural Nudges, Physico-Chemical Solutions, and Sensory Strategies to Reduce People’s Salt Consumption

This narrative historical review examines the wide range of approaches that has been trialled/suggested in order to reduce the consumption of salt. While sodium is an essential micronutrient, there is widespread evidence that high levels of consumption are leading to various negative health outcomes. This review summarises the evidence relating to the various approaches that have been put forward to date to help reduce salt consumption over the years, while also highlighting a number of important questions that remains for future research. Solutions to reducing salt consumption include everything from the gradual reduction in salt in foods through to the reduction in the number/size of holes in saltshakers (what one might consider a behavioural nudge). Physico-chemical solutions have included salt replacers, such as monosodium glutamate (MSG) through to the asymmetric distribution of salt in processed (e.g., layered) foods. A wide range of sensory approaches to modulating expected and perceived saltiness have also been suggested, including the use of salty aromas, as well as suggesting the use of colour cues, sonic seasoning, and even textural primes. It is currently unclear whether different salty aromas can be combined to increase odour-induced taste enhancement (OITE) effectiveness. In the years ahead, it will be interesting to assess how long such solutions remain effective, as well as whether different solutions can be combined to help reduce salt consumption without having to compromise on taste/flavour

You Eat How You Think: A Review on the Impact of Cognitive Styles on Food Perception and Behavior

Sensory perception is understood to be a complex area of research that requires investigations from a variety of different perspectives. Although researchers have tried to better understand consumers’ perception of food, one area that has been minimally explored is how psychological cognitive theories can help them explain consumer perceptions, behaviors, and decisions in food-related experiences. The concept of cognitive styles has existed for nearly a century, with the majority of cognitive style theories existing along a continuum with two bookends. Some of the more common theories such as individualist-collectivist, left-brain-right-brain, and convergent-divergent theories each offered their own unique insight into better understanding consumer behavior. However, these theories often focused only on niche applications or on specific aspects of cognition. More recently, the analytic-holistic cognitive style theory was developed to encompass many of these prior theoretical components and apply them to more general cognitive tendencies of individuals. Through applying the analytic-holistic theory and focusing on modern cultural psychology work, this review may allow researchers to be able to answer one of the paramount questions of sensory and consumer sciences: how and why do consumers perceive and respond to food stimuli the way that they do?

“Sound” Decisions: The Combined Role of Ambient Noise and Cognitive Regulation on the Neurophysiology of Food Cravings

Our ability to evaluate long-term goals over immediate rewards is manifested in the brain’s decision circuit. Simplistically, it can be divided into a fast, impulsive, reward “system 1” and a slow, deliberate, control “system 2.” In a noisy eating environment, our cognitive resources may get depleted, potentially leading to cognitive overload, emotional arousal, and consequently more rash decisions, such as unhealthy food choices. Here, we investigated the combined impact of cognitive regulation and ambient noise on food cravings through neurophysiological activity. Thirty-seven participants were recruited for an adapted version of the Regulation of Craving (ROC) task. All participants underwent two sessions of the ROC task; once with soft ambient restaurant noise (∼50 dB) and once with loud ambient restaurant noise (∼70 dB), while data from electroencephalography (EEG), electrodermal activity (EDA), and self-reported craving were collected for all palatable food images presented in the task. The results indicated that thinking about future (“later”) consequences vs. immediate (“now”) sensations associated with the food decreased cravings, which were mediated by frontal EEG alpha power. Likewise, “later” trials also increased frontal alpha asymmetry (FAA) —an index for emotional motivation. Furthermore, loud (vs. soft) noise increased alpha, beta, and theta activity, but for theta activity, this was solely occurring during “later” trials. Similarly, EDA signal peak probability was also higher during loud noise. Collectively, our findings suggest that the presence of loud ambient noise in conjunction with prospective thinking can lead to the highest emotional arousal and cognitive load as measured by EDA and EEG, respectively, both of which are important in regulating cravings and decisions. Thus, exploring the combined effects of interoceptive regulation and exteroceptive cues on food-related decision-making could be methodologically advantageous in consumer neuroscience and entail theoretical, commercial, and managerial implications.

Environmental Physical Activity Cues and Children's Active vs. Sedentary Recreation

Physical activity (PA) benefits health, and intensive environmental modifications can increase children’s PA. Research has not yet addressed if subtle environmental cues, such as posters depicting PA, increase child PA. In the current study, it was hypothesized that children exposed to active posters (vs. nature posters) would spend a larger proportion of free play time engaging with active toys (relative to sedentary toys). Participants were randomly assigned to one of two conditions in which posters on a laboratory wall depicted 1. People being active, or 2. Nature scenes. Children aged 5–10 years (N = 175) could play with up to eight toys (four active, four sedentary) while parents completed study-related surveys. The proportion of playtime that was active was compared between groups. Poster type did not have a significant effect on proportion of active playtime. Previous environmental interventions that increase children’s PA have done so through enhancing access to active opportunities, rather than via signage. It is possible that poster interventions such as this may not influence children’s PA, or perhaps other types of cues would have been more effective. Future research should investigate subtle environmental cues that match both the target audience and the accessible PA options (e.g., posters depicting children playing with available active toys) and explore other low-investment environmental modifications to boost children’s PA.

The impact of environmental sounds on food reward

Wanting and liking are both components of food reward, but they manifest in fundamentally different neural substrates. While wanting denotes anticipatory and motivational behaviors, liking is associated with consummatory and hedonic experiences. These distinct constructs have also been quantitatively dissociated in behavioral paradigms. Indeed, internal, physiological, and interoceptive states affect the degree to which the food presented is valued. However, how contextual sensory cues might impact these appetitive and rewarding responses to food remains unexplored. In light of the increasing empirical focus on sound in food research, we investigated the influence of environmental soundscapes on explicit liking, explicit wanting, implicit wanting, choice frequency, and reaction time of healthy/unhealthy food using an online version of the Leeds Food Preference Questionnaire (LFPQ). Soft nature sounds and loud restaurant noises were employed to induce emotional relaxation and arousal respectively. One hundred and one healthy university students completed a repeated-measure design of the LFPQ; once with each soundscape playing in the background. Generalized linear mixed model analyses detected a significant interaction effect between soundscape and food type on choice frequency, yet the post hoc analyses did not reach significance. No interaction effects between soundscape and food type on wanting or liking were discovered. However, hypothesis-driven analyses found that nature sounds increased explicit liking of healthy (vs. unhealthy) foods, while no effect of soundscape on any wanting measures (explicit or implicit) were observed. Finally, exploratory analyses indicated that restaurant noise (vs. nature sound) induced faster response times for both healthy and unhealthy foods. The study exemplifies that in an online setting, contextual auditory manipulation of certain food reward measures and decision processes is feasible.

How head and visual movements affect evaluations of food products

Many studies suggest that specific movements or postures with shared social meaning can influence mainly verbal stimuli evaluation. On the other hand, several visuospatial biases can interact with this influence. Thus, we tested whether both head and stimuli movements can influence individual attitude towards food pictures. In two experiments, we used images of common foods with a weak positive valence in association with two kinds of movements. In Experiment 1, head movement was induced by presenting food pictures with a vertical or horizontal continuous movement on a computer screen. Conversely, Experiment 2 was conducted to test the effects of participants' own head movements with respect to the same food pictures presented in a fixed position. In neither case did head movements influence product evaluation. However, Experiment 1 revealed that the continuous movement left-right-left in the horizontal condition improved the desire to buy and eat, as well as the willingness to pay for the product shown. Two further experiments, the Experiments 3 and 4 demonstrated, respectively, that this effect disappears if the stimulus does not make the return direction, and that it does not depend on the starting or final placement of the images on the screen. These findings are discussed in the context of embodied cognition and visuospatial bias theories.

Exploring the Effects of Immersive Virtual Reality Environments on Sensory Perception of Beef Steaks and Chocolate

Virtual reality (VR) technology is emerging as a tool for simulating different eating environments to better understand consumer sensory response to food. This research explored the impact of different environmental contexts on participants' hedonic ratings of two different food products: beef steaks, and milk chocolate, using VR as the context-enhancing technology. Two separate studies were conducted. For beef, two different contextual conditions were compared: traditional sensory booths and a VR restaurant. For chocolate, data were generated under three different contextual conditions: traditional sensory booths, VR Irish countryside; VR busy city (Dublin, Ireland). All VR experiences were 360-degree video based. Consumer level of engagement in the different contextual settings was also investigated. The results showed that VR had a significant effect on participants' hedonic responses to the food products. Beef was rated significantly higher in terms of liking for all sensory attributes when consumed in the VR restaurant. While for chocolate, the VR countryside context generated significantly higher hedonic scores for flavour and overall liking in comparison to the sensory booth. Taken together, both studies demonstrate how specific contextual settings can impact participants' sensory response to food products, when compared to a traditional sensory laboratory condition.

Sounds Healthy: Modelling sound-evoked consumer food choice through visual attention

Food choice is a multifaceted construct that is not solely guided by our internal incentives. In fact, sensory scientist, consumer psychologists, and marketers have demonstrated that external ambient cues, including background music, can influence myriads of subconscious consumer behaviors, effectively leading to increased sales of food and beverages. However, the vast majority of literature in on this topic has thus far been confined to monocultural field studies in which the underlying mechanisms of food choice are unexplored. We therefore studied the explicit and implicit effects of custom-composed soundtracks on food choices and eye-movements in consumers from both 'East' and 'West'. Firstly, based on the results from a pre-study (N = 396), we composed a 'healthy' and 'unhealthy' soundtrack. Subsequently, we recruited 215 participants from China (n = 114) and Denmark (n = 101) respectively for in an in-laboratory eye-tracking food choice paradigm. For each culture, half of the participants listened to the 'healthy' soundtrack and the other half to the 'unhealthy' soundtrack during the experiment. Chi-square tests of independence revealed that across cultures, the healthy (vs. unhealthy) soundtrack led to more healthy food choices. Similarly, the generalized linear mixed models showed that the healthy soundtrack induced more and longer fixations on healthy (vs. unhealthy) food. Finally, a multiple mediation analysis signified a partial mediation effect of sound on food choice through the mediators of fixation duration, fixation count, and revisit count. Our results indicate that, with strategically chosen soundscapes, it is possible to influence consumers' decision-making processes and guide their attention towards healthier foods, providing valuable knowledge for local as well as global food business.

Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice

Since rice is often cooked in many countries with different types of ingredients or seasonings, the surface colors of traditional rice meal items vary across cultural backgrounds. This study aimed to determine whether consumer perception, acceptance, willingness to eat, and emotional responses toward cooked rice samples could differ with their surface color cues. Milled rice was cooked with one of three food colorants: yellow, orange, and green, with milled (white) and un-milled (brown) rice cooked without colorants used as respective test and filler samples. Using a check-all-that-apply method, 98 rice consumers checked all aroma attributes they perceived by sniffing each of the four cooked-rice samples (white, yellow, orange, and green). They also rated the four samples with respect to attribute intensity, liking, emotional responses, and willingness to eat. The results showed that participants associated colored rice with specific ingredient-related aroma attributes (e.g., green color elicited sweet peas or spinach aromas). Color cues also affected ratings of attribute intensity, liking, willingness to eat, and emotional responses to cooked rice samples. In conclusion, this study provides empirical evidence that in the context of cooked rice consumption, color cues can elicit associated aromas and modulate consumer perception, acceptance, and evoked emotions to cooked rice.

The Effects of Ethnically Congruent Music on Eye Movements and Food Choice-A Cross-Cultural Comparison between Danish and Chinese Consumers

Musical fit refers to the congruence between music and attributes of a food or product in context, which can prime consumer behavior through semantic networks in memory. The vast majority of research on this topic dealing with musical fit in a cultural context has thus far been limited to monocultural groups in field studies, where uncontrolled confounds can potentially influence the study outcome. To overcome these limitations, and in order to explore the effects of ethnically congruent music on visual attention and food choice across cultures, the present study recruited 199 participants from China (n = 98) and Denmark (n = 101) for an in-laboratory food choice paradigm with eye-tracking data collection. For each culture group, the study used a between-subject design with half of the participants listening to only instrumental "Eastern" music and the other half only listening to instrumental "Western" music, while both groups engaged in a food choice task involving "Eastern" and "Western" food. Chi-square tests revealed a clear ethnic congruency effect between music and food choice across culture, whereby Eastern (vs. Western) food was chosen more during the Eastern music condition, and Western (vs. Eastern) food was chosen more in the Western music condition. Furthermore, results from a generalized linear mixed model suggested that Chinese participants fixated more on Western (vs. Eastern) food when Western music was played, whereas Danish participants fixated more on Eastern (vs. Western) food when Eastern music was played. Interestingly, no such priming effects were found when participants listened to music from their own culture, suggesting that music-evoked visual attention may be culturally dependent. Collectively, our findings demonstrate that ambient music can have a significant impact on consumers' explicit and implicit behaviors, while at the same time highlighting the importance of culture-specific sensory marketing applications in the global food industry.