Jelle R. Dalenberg

Evoked Emotions Predict Food Choice

In the current study we show that non-verbal food-evoked emotion scores significantly improve food choice prediction over merely liking scores. Previous research has shown that liking measures correlate with choice. However, liking is no strong predictor for food choice in real life environments. Therefore, the focus within recent studies shifted towards using emotion-profiling methods that successfully can discriminate between products that are equally liked. However, it is unclear how well scores from emotion-profiling methods predict actual food choice and/or consumption. To test this, we proposed to decompose emotion scores into valence and arousal scores using Principal Component Analysis (PCA) and apply Multinomial Logit Models (MLM) to estimate food choice using liking, valence, and arousal as possible predictors. For this analysis, we used an existing data set comprised of liking and food-evoked emotions scores from 123 participants, who rated 7 unlabeled breakfast drinks. Liking scores were measured using a 100-mm visual analogue scale, while food-evoked emotions were measured using 2 existing emotion-profiling methods: a verbal and a non-verbal method (EsSense Profile and PrEmo, respectively). After 7 days, participants were asked to choose 1 breakfast drink from the experiment to consume during breakfast in a simulated restaurant environment. Cross validation showed that we were able to correctly predict individualized food choice (1 out of 7 products) for over 50% of the participants. This number increased to nearly 80% when looking at the top 2 candidates. Model comparisons showed that evoked emotions better predict food choice than perceived liking alone. However, the strongest predictive strength was achieved by the combination of evoked emotions and liking. Furthermore we showed that non-verbal food-evoked emotion scores more accurately predict food choice than verbal food-evoked emotions scores.

Pupil Dilation Co-Varies with Memory Strength of Individual Traces in a Delayed Response Paired-Associate Task

Studies on cognitive effort have shown that pupil dilation is a reliable indicator of memory load. However, it is conceivable that there are other sources of effort involved in memory that also affect pupil dilation. One of these is the ease with which an item can be retrieved from memory. Here, we present the results of an experiment in which we studied the way in which pupil dilation acts as an online marker for memory processing during the retrieval of paired associates while reducing confounds associated with motor responses. Paired associates were categorized into sets containing either 4 or 7 items. After learning the paired associates once, pupil dilation was measured during the presentation of the retrieval cue during four repetitions of each set. Memory strength was operationalized as the number of repetitions (frequency) and set-size, since having more items per set results in a lower average recency. Dilation decreased with increased memory strength, supporting the hypothesis that the amplitude of the evoked pupillary response correlates positively with retrieval effort. Thus, while many studies have shown that “memory load” influences pupil dilation, our results indicate that the task-evoked pupillary response is also sensitive to the experimentally manipulated memory strength of individual items. As these effects were observed well before the response had been given, this study also suggests that pupil dilation can be used to assess an item’s memory strength without requiring an overt response.

Functional specialization of the male insula during taste perception

The primary gustatory area is located in the insular cortex. Although the insular cortex has been the topic of multiple parcellation studies, its functional specialization regarding taste processing received relatively little attention. Studies investigating the brain response to taste suggested that the insular cortex is involved in processing multiple characteristics of a taste stimulus, such as its quality, intensity, and pleasantness. In the current functional magnetic resonance study, younger and older adult male subjects were exposed to four basic tastes in five increasing concentrations. We applied a data-driven analysis to obtain insular response maps, which showed that the insular cortex processes the presence of taste, its corresponding pleasantness, as well as its concentration. More specifically, the left and right insular cortices are differentially engaged in processing the aforementioned taste characteristics: representations of the presence of a taste stimulus as well as its corresponding pleasantness dominate in the left insular cortex, whereas taste concentration processing dominates in the right insular cortex. These results were similar across both age groups. Our results fit well within previous cytoarchitectural studies and show insular lateralization in processing different aspects of taste stimuli in men.

To like or not to like : Neural substrates of subjective flavor preferences

Flavor preferences vary; what one enjoys may be disgusting to another. Previous research has indicated several brain regions associated with flavor preferences. However, by using different stimuli or different internal states to obtain differences in liking, results of these studies may be confounded. Therefore, we used one target stimulus (grapefruit juice) and fMRI to compare brain activation patterns between participants that either liked (n=16) or disliked (n=18) this stimulus. Our first aim was to investigate whether differential neural activation exists that accounts for the difference in subjective flavor preference for the target stimulus. Secondly, multivariate analysis was used to investigate whether differences in subjective liking for the target revealed similar activation patterns as differences in general liking for a sweet and bitter solution. A direct comparison of likers and dislikers of the target stimulus revealed only small differences in activations in orbitofrontal cortex (OFC) and dorsal anterior cingulate cortex (dACC). However, when using multivariate analysis, a broader activation pattern (including OFC, dACC, pregenual anterior cingulate, anterior insula and ventral striatum) was identified that discriminated likers from dislikers with an 88% success rate. Interestingly though, little overlap was found between this pattern and the pattern that discriminates liking for the sweet and bitter solutions and lesser voxels contributed to the former compared with the latter. These differences between patterns discerning innate versus learned preferences may suggest that different mechanisms are at work and highlight the importance of elucidating the neural processes of how subjective preferences are learned and acquired.

Neural processing of basic tastes in healthy young and older adults - an fMRI study

Ageing affects taste perception as shown in psychophysical studies, however, underlying structural and functional mechanisms of these changes are still largely unknown. To investigate the neurobiology of age-related differences associated with processing of basic tastes, we measured brain activation (i.e. fMRI-BOLD activity) during tasting of four increasing concentrations of sweet, sour, salty, and bitter tastes in young (average 23 years of age) and older (average 65 years of age) adults. The current study highlighted age-related differences in taste perception at the different higher order brain areas of the taste pathway. We found that the taste information delivered to the brain in young and older adults was not different, as illustrated by the absence of age effects in NTS and VPM activity. Our results indicate that multisensory integration changes with age; older adults showed less brain activation to integrate both taste and somatosensory information. Furthermore, older adults directed less attention to the taste stimulus; therefore attention had to be reallocated by the older individuals in order to perceive the tastes. In addition, we considered that the observed age-related differences in brain activation between taste concentrations in the amygdala reflect its involvement in processing both concentration and pleasantness of taste. Finally, we state the importance of homeostatic mechanisms in understanding the taste quality specificity in age related differences in taste perception.

Dealing with Consumer Differences in Liking during Repeated Exposure to Food; Typical Dynamics in Rating Behavior

Consumers show high interindividual variability in food liking during repeated exposure. To investigate consumer liking during repeated exposure, data is often interpreted on a product level by averaging results over all consumers. However, a single product may elicit inconsistent behaviors in consumers; averaging will mix and hide possible subgroups of consumer behaviors, leading to a misinterpretation of the results. To deal with the variability in consumer liking, we propose to use clustering on data from consumer-product combinations to investigate the nature of the behavioral differences within the complete dataset. The resulting behavioral clusters can then be used to describe product acceptance. To test this approach we used two independent data sets in which young adults were repeatedly exposed to drinks and snacks, respectively. We found that five typical consumer behaviors existed in both datasets. These behaviors differed both in the average level of liking as well as its temporal dynamics. By investigating the distribution of a single product across typical consumer behaviors, we provide more precise insight in how consumers divide in subgroups based on their product liking (i.e. product modality). This work shows that taking into account and using interindividual differences can unveil information about product acceptance that would otherwise be ignored.

Flavor pleasantness processing in the ventral emotion network

The ventral emotion network–encompassing the amygdala, insula, ventral striatum, and ventral regions of the prefrontal cortex–has been associated with the identification of emotional significance of perceived external stimuli and the production of affective states. Functional magnetic resonance imaging (fMRI) studies investigating chemosensory stimuli have associated parts of this network with pleasantness coding. In the current study, we independently analyzed two datasets in which we measured brain responses to flavor stimuli in young adult men. In the first dataset, participants evaluated eight regular off the shelf drinking products while participants evaluated six less familiar oral nutritional supplements (ONS) in the second dataset. Participants provided pleasantness ratings 20 seconds after tasting. Using independent component analysis (ICA) and mixed effect models, we identified one brain network in the regular products dataset that was associated with flavor pleasantness. This network was very similar to the ventral emotion network. Although we identified an identical network in the ONS dataset using ICA, we found no linear relation between activation of any network and pleasantness scores within this dataset. Our results indicate that flavor pleasantness is processed in a network encompassing amygdala, ventral prefrontal, insular, striatal and parahippocampal regions for familiar drinking products. For more unfamiliar ONS products the association is not obvious, which could be related to the unfamiliarity of these products.

Differences in cognitive aging: typology based on a community structure detection approach

The current study investigated the extent and patterns of cognitive variability in younger and older adults. An important novelty of this study is the use of graph-based community structure detection analysis to map performance in a mixed population of 79 young and 76 older adults, without separating the age groups a-priori. We identified six subgroups, with distinct patterns of neuropsychological performance. The stability of the identified subgroups was confirmed by employing a cross-validation support vector machine based analysis. The majority of these subgroups comprised either young or older adults, confirming the expected role of aging in cognitive performance. In addition, we identified a subgroup of young and older adults who performed at a similar cognitive level of overall good cognitive performance with slightly decreased processing speed. This result showed that older age is not necessarily associated with general lower cognitive performance and that being young is not necessarily associated with superior cognitive performance. Moreover, cognitively better performing elderly had a significantly higher level of education attainment and higher crystallized intelligence than the other elderly, which suggests that older adults with higher cognitive reserve may be able to cope better with age-related neurobiological change.

Physiological Measurements: EEG and fMRI

Abstract Neuroimaging techniques allow us to investigate neuronal mechanisms underlying information processing, thereby providing an indispensable tool to gain more insight and understanding of how behavior is associated with sensation and perception. Multiple imaging techniques are available. In consumer science, the most commonly used neuroimaging techniques are functional magnetic resonance imaging (fMRI) and electroencephalography (EEG). In this chapter we will start by giving a short introduction on neuroimaging in consumer research and the neurobiology of taste processing. Subsequently, we will introduce how the techniques fMRI and EEG work, what questions they typically answer, and what their limitations are in the context of consumer science. Furthermore, we will describe how fMRI and EEG experiments are typically set up, what types of data are generated, and how these data are analyzed. We will end the chapter with final remarks about data quality and a short overview of the main differences between fMRI and EEG.

Valence processing differs across stimulus modalities

&NA; Although it is often assumed that valence processing in the prefrontal cortex (PFC) is similar for stimuli originating from different sensory modalities, evidence supporting this view is lacking. To address this, we recruited 20 male participants and used a delayed‐response fMRI design to test whether perceived pleasantness of flavors and images is similarly processed in the PFC. As predicted, significant correlations were observed between image and flavor pleasantness ratings, and PFC response to these stimuli; however, these responses were spatially different, with flavor pleasantness reflected in more ventrally located PFC regions than image pleasantness. These results indicate that, contrary to the general assumption of a singular circuit representing pleasantness, distinct PFC circuits are recruited depending upon stimulus modality. We argue that the ventral‐dorsal distinction may be attributed to a difference in proximal versus distal stimulus representations.