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Reversing food preference through multisensory exposure

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  • Avishek Chatterjee
  • Satyaki Mazumder
  • Koel Das

Abstract

Experiencing food craving is nearly ubiquitous and has several negative pathological impacts prompting an increase in recent craving-related research. Food cue-reactivity tasks are often used to study craving, but most paradigms ignore the individual food preferences of participants, which could confound the findings. We explored the neuropsychological correlates of food craving preference using psychophysical tasks on human participants considering their individual food preferences in a multisensory food exposure set-up. Participants were grouped into Liked Food Exposure (LFE), Disliked Food Exposure (DFE), and Neutral Control (NEC) based on their preference for sweet and savory items. Participants reported their momentary craving for the displayed food stimuli through the desire scale and bidding scale (willingness to pay) pre and post multisensory exposure. Participants were exposed to food items they either liked or disliked. Our results asserted the effect of the multisensory food exposure showing a statistically significant increase in food craving for DFE participants postexposure to disliked food items. Using computational models and statistical methods, we also show that the desire for food does not necessarily translate to a willingness to pay every time, and instantaneous subjective valuation of food craving is an important parameter for subsequent action. Our results further demonstrate the role of parietal N200 and centro-parietal P300 in reversing food preference and possibly point to the decrease of inhibitory control in up-regulating craving for disliked food.

Suggested Citation

  • Avishek Chatterjee & Satyaki Mazumder & Koel Das, 2023. "Reversing food preference through multisensory exposure," PLOS ONE, Public Library of Science, vol. 18(7), pages 1-26, July.
    • Handle: RePEc:plo:pone00:0288695
    DOI: 10.1371/journal.pone.0288695
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    References listed on IDEAS

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    1. Eric Johnson & Suzanne Shu & Benedict Dellaert & Craig Fox & Daniel Goldstein & Gerald Häubl & Richard Larrick & John Payne & Ellen Peters & David Schkade & Brian Wansink & Elke Weber, 2012. "Beyond nudges: Tools of a choice architecture," Marketing Letters, Springer, vol. 23(2), pages 487-504, June.
    2. Benjamin Bushong & Lindsay M. King & Colin F. Camerer & Antonio Rangel, 2010. "Pavlovian Processes in Consumer Choice: The Physical Presence of a Good Increases Willingness-to-Pay," American Economic Review, American Economic Association, vol. 100(4), pages 1556-1571, September.
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