School of Psychology, Massey University, Private Bag 11-222, Palmerston North 4442, New Zealand.
School of Psychology, Massey University, Private Bag 11-222, Palmerston North 4442, New Zealand.
Food Res Int. 2019 Dec;126:108662. doi: 10.1016/j.foodres.2019.108662. Epub 2019 Sep 10.
Consumers' emotional responses complement sensory and hedonic ratings in the prediction of food choice and consumption behaviour. The challenge with the measurement of consumption emotions is that emotions are highly context dependent. For emotion evaluations to bring greater insight to food research and development, it is essential that the influence of contextual variables on emotion are quantified. The present study contributes to the discussion with an investigation of the effect of an unfamiliar social presence on affective facial responses to visual food stimuli. Seventy participants (52 female and 18 male) viewed food images of varying acceptability either alone, or in the presence of the researcher. Subjective liking ratings were measured using a labelled affective magnitude scale, and facial muscle activity from zygomaticus major (contracted during smiling), corrugator supercilii (contracted during frowning) and levator labii superioris (contracted during nose wrinkling) were measured with an EMG recording system. Controlling for individual differences in facial expressivity and food image acceptability using linear mixed models, it was found that social context did not predict smiling or frowning muscle activity. Social context did predict the intensity of muscle activity indicative of a disgust response, with participants in the observed condition exhibiting less levator activity than participants in the alone condition. Regardless of social context, each muscle was found to have a relationship with subjective liking, with the direction of effects as expected. The results indicate that emotional stimuli and social context both influence food-evoked facial expression and provides support for the utility of facial EMG in measuring food-evoked emotion.
消费者的情感反应补充了感官和享乐评价，有助于预测食物选择和消费行为。测量消费情绪的挑战在于情绪高度依赖于情境。为了使情绪评估能为食品研究和开发提供更多的洞见，量化情境变量对情绪的影响至关重要。本研究通过考察不熟悉的社交存在对视觉食物刺激的情感面部反应的影响，为这一讨论做出了贡献。70 名参与者（52 名女性和 18 名男性）单独或在研究人员在场的情况下观看了不同可接受性的食物图像。使用标记情感量表测量主观喜好评分，并使用肌电图记录系统测量颧大肌（微笑时收缩）、皱眉肌（皱眉时收缩）和上唇提肌（鼻皱缩时收缩）的肌肉活动。通过线性混合模型控制个体差异的面部表情表达和食物图像可接受性，发现社会环境并不能预测微笑或皱眉的肌肉活动。社会环境确实预测了表明厌恶反应的肌肉活动强度，与单独条件下的参与者相比，观察条件下的参与者的上唇提肌活动较少。无论社会环境如何，每种肌肉都与主观喜好有关，其影响方向与预期一致。研究结果表明，情绪刺激和社会环境都会影响食物诱发的面部表情，并为使用面部肌电图测量食物诱发的情绪提供了支持。
