The John B. Pierce Laboratory, 290 Congress Avenue, New Haven, CT 06519, USA.
Appetite. 2010 Feb;54(1):71-6. doi: 10.1016/j.appet.2009.09.008. Epub 2009 Sep 25.
The aim of this study was to explore the use of oral flavor stimuli in an implicit measure of attitudes; the affective priming paradigm. Unpleasant (cold instant coffee) and pleasant (strawberry lemonade) chemosensory flavor stimuli were used as primes in an affective cross-modal priming paradigm. Target stimuli were food words and non-food words, that were either affectively positive or negative, thus creating affectively congruent and incongruent prime-target pairs. We observed priming for congruent flavor-word pairs, i.e. if prime and target are both positive or both negative, this led to faster evaluation of the target words than for incongruent flavor-word pairs. Furthermore, the size of the priming effect was similar for food and non-food target words, suggesting that the affective priming effect is not augmented by the use of words that are semantically related. These results provide proof of concept of indirectly measuring attitudes to flavors with the affective priming paradigm, which may provide information on attitudes in addition to explicit pleasantness ratings.
本研究旨在探讨在态度的内隐测量中使用味觉刺激物，即情感启动范式。在情感跨模态启动范式中，使用不愉快（冷即溶咖啡）和愉快（草莓柠檬水）的化学感官味觉刺激物作为启动刺激物。目标刺激物是食物词和非食物词，它们的情感是积极的或消极的，从而产生情感一致和不一致的启动-目标对。我们观察到与一致的味觉词对的启动，即如果启动和目标都是积极的或都是消极的，这会导致比不一致的味觉词对更快地评价目标词。此外，对于食物和非食物目标词，启动效应的大小相似，这表明使用语义相关的词并不能增强情感启动效应。这些结果证明了使用情感启动范式间接测量对味道的态度的概念，它可以提供除了明确的愉悦评价之外的态度信息。
