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When faced with a novel food, multisensory information that includes appearance and smell is a very important cue for preference, categorization, and the decision of whether or not to eat it. We elucidated whether olfactory information leads to biased visual categorization of and preference for fruits, even when odors are presented subliminally. We employed morphed images of strawberries and tomatoes...
We explored the ability of infants to recognize the smell of daily foods, including strawberries and tomatoes, by using a preferential-looking-technique. Experiment 1 was conducted while strawberries were in season (from March to June) in order to enhance the frequency of participant exposure to strawberries outside of the laboratory. Thirty-seven infants aged 6–8months were tested with a stimulus...
The present study explored whether the gender impression of a dish affects the gender stereotypes of foods. We assessed gender stereotypes of food among young Japanese adults using a semantic priming task. As prime stimuli, we took pictures of food in combination with a dish. We used feminine- and masculine-evaluated foods and dishes in order to create four different combinations of food and dishes...
We aimed to explore the interactive effects of the accessibility of information and the degree of carbon footprint score on consumers’ value judgments of food products. Participants (n=151, undergraduate students in Japan) rated their maximum willingness to pay (WTP) for four food products varying in information accessibility (active-search or read-only conditions) and in carbon footprint values (low,...
We investigated the effect that the parameters of luminance distribution in fresh food have on our visual perception of its freshness. We took pictures of the degradation over 32h in freshness of a cabbage. We used original images, which were patches of the pictures taken at different sampling hours, and artificially generated pictures, called “matched images,” created by fitting the luminance histogram...
We explored the feasibility of introducing implicit attitude measures for the study of food-related stereotypes by assessing gender-based food stereotypes among young Japanese using a semantic priming paradigm. Thirty-seven Japanese university students were asked to judge if a given forename was male or female immediately after the presentation of a food-name prime stimulus. The participants required...
Food purchasing decisions of consumers are influenced by information on food labels such as origin and nutritional value of the food product. Thus, we aimed to elucidate the impact of the amount and accessibility of information on consumers’ value judgment of food products. Participants (n=120, Japanese university students) rated their maximum willingness to pay (WTP) for three food products varying...
We investigated the effect of the appearance of cut food on visual mass estimation. In this experiment, we manipulated the shape (e.g., a block, fine strips, or small cubes) of food samples of various masses, and presented them on a CRT display as stimuli. Eleven subjects participated in tasks to choose the picture of the food sample which they felt indicated a target mass. We used raw carrots and...
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