Division of Human Nutrition and Health, Wageningen University, Stippeneng 4, 6708, WE, Wageningen, the Netherlands.
Division of Human Nutrition and Health, Wageningen University, Stippeneng 4, 6708, WE, Wageningen, the Netherlands; Image Sciences Institute, University Medical Center, Utrecht Brain Center, Utrecht University, Heidelberglaan 100, 3584CX, Utrecht, The Netherlands.
Appetite. 2019 Nov 1;142:104378. doi: 10.1016/j.appet.2019.104378. Epub 2019 Jul 18.
Extrinsic product cues such as package colour may change product perception and perceived reward value during product evaluation. Healthier foods (i.e., 'light', sugar- or fat-reduced) often have different packages than regular products, e.g., they may be less vibrantly coloured. People vary in their degree of health-interest and self-control ability and may be affected differently by package colour. This study assesses the extent to which package colour and participant characteristics interact and influence product perception and brain responses. Thirty-four healthy females performed a functional MRI task in which they viewed four differently coloured packages (regular vs. healthier; differing in brightness and saturation levels) with or without simultaneously tasting a either a regular or a healthier calorie-reduced drink. Results indicate main effects of package and taste and a package*taste interaction effect. Compared to healthier packages viewing regular packages enhanced activation in region implicated in inhibitory control (inferior frontal gyrus) and a reward-related region (striatum), the latter even more so as participants' health interest increased (r = 0.43, p = 0.01). Incongruent package-taste combinations decreased activation in the orbitofrontal cortex (OFC, a region implicated in reward representation) compared to congruent combinations. Tasting the healthier compared to regular product enhanced activation in the middle and superior frontal gyrus, which are implicated in inhibitory control, as well as the striatum and OFC, suggesting a cognitively driven preference for the healthier product. In conclusion, this paper provides evidence for the conditions under which package colour and taste properties modulate neural correlates related to reward and inhibition. Individual differences in health-interest and impulsivity influence package- and taste-related neural correlates and thus underscore the importance of taking participant characteristics into account in food research.
外在产品提示，如包装颜色，可能会在产品评估过程中改变产品的感知和感知的奖励价值。更健康的食品（即“清淡”、低糖或低脂肪）的包装通常与普通产品不同，例如，它们的颜色可能不那么鲜艳。人们对健康的兴趣和自我控制能力存在差异，可能会受到包装颜色的不同影响。本研究评估了包装颜色和参与者特征相互作用并影响产品感知和大脑反应的程度。34 名健康女性参与了一项功能磁共振成像任务，她们在观看四个不同颜色的包装（普通和更健康的；颜色亮度和饱和度不同）时，同时品尝了普通或更健康的热量减少的饮料。结果表明包装和口味有主要影响，以及包装和口味的相互作用。与更健康的包装相比，观看普通包装会增强与抑制控制（额下回）和与奖励相关的区域（纹状体）相关的大脑活动，而当参与者的健康兴趣增加时（r=0.43，p=0.01），后者的影响更大。与一致的包装-口味组合相比，不一致的包装-口味组合会降低眶额皮层（OFC，一个与奖励表示相关的区域）的激活。与普通产品相比，品尝更健康的产品会增强中额和上额回（与抑制控制相关）以及纹状体和 OFC 的激活，这表明人们更倾向于选择更健康的产品。总之，本文为包装颜色和口味属性调节与奖励和抑制相关的神经相关物的条件提供了证据。健康兴趣和冲动性的个体差异会影响与包装和口味相关的神经相关物，因此在食品研究中考虑参与者特征非常重要。
