Significant efforts have been made in the wine industry to assist customers in making purchase decisions and enhance their drinking experience by providing verbal descriptions of the complex sensory characteristics of wine. However, the influence of such verbal descriptions on wine flavour perception and evaluation has not been examined. To fill this gap, this exploratory study performed an experiment using white Riesling wine from the 2021 German vintage and red Muscat Bailey A (MBA) wine from the 2019 Japanese vintage. Forty-six Japanese individuals (23 social drinkers and 23 wine experts) participated and were presented with two glasses of Riesling wine and two glasses of MBA wine with different verbal descriptions. One glass of Riesling/MBA wine was served with a description including its distinct aroma descriptor (i.e., a ‘petrol’ note for the Riesling wine and a ‘strawberry candy’ note for the MBA wine). For the other glass, the description did not include the descriptor. The participants were asked to taste the wines and rate their palatability, perceived sweetness intensities, acidity, astringency, alcohol sensation, body, and expensiveness on a 7-point scale. The results demonstrated that the social drinkers rated the Riesling wine with the ‘petrol’ descriptor as heavier-bodied and more expensive compared to the same wine without the descriptor. The wine experts were not as influenced as the social drinkers, but the experts rated the Riesling wine with the ‘petrol’ descriptor as less expensive. In the case of MBA wine with the ‘strawberry candy’ descriptor, the social drinkers rated it as more expensive, whereas the wine experts rated it as more palatable than the same wine without the descriptor. The results indicated that verbal descriptions of wine aroma indeed modulated the flavour perception and evaluation of wine, but the modulation effect varied between social drinkers and wine experts.

Visual processing is a core cognitive element of sensory and consumer science. Consumers visually attend to food types, packaging, label design, advertisements, supermarket shelves, food menus, and other visible information. During the past decade, sensory and consumer science have used eye tracking to elucidate visual processing by consumers. This review paper summarizes earlier findings in terms of bottom-up (i.e., stimulus-driven) processing such as visual salience, size, and top-down (i.e., goal-driven) processing such as goals, task instructions, task complexity, and emotions. Downstream effects of gaze on choice are also reviewed. Pitfalls and future directions of eye-tracking research on sensory and consumer science are also discussed.

OBJECTIVES: The purpose of the present study was to investigate the influence of dental education on eye gaze distribution when perceiving facial profile images with varying degrees of lip protrusion. METHODS: Fifty-one subjects with dental education (dental-education group) and 47 without dental education (no-dental-education group) were included in this study. The eye gaze distribution of the subjects was recorded for 10 seconds using a non-contact eye tracker when determining whether or not the subjects judged each various facial profile image inappropriate. The facial profile images had varying degrees of upper-lip and lower-lip protrusion. The frequency of eye fixation (lasting >0.06 seconds) was counted. The duration was measured as the total time of eye fixation. The facial images were divided into 4 regions of interest (ROIs): the forehead (ROI-I); the orbit and nose root (ROI-II); the nose tip and upper lip (ROI-III); and the lower lip and chin (ROI-IV). The frequency and duration of eye fixation on each ROI was compared. RESULTS: The frequency of eye fixation on ROI-II was greater in comparison to ROI-I and ROI-IV. The frequency of eye fixation on ROI-III was also greater in comparison to ROI-I and ROI-IV. The duration of eye fixation on ROI-III in the dental-education group was longer in comparison to the no-dental-education group. CONCLUSIONS: Dental education influenced the eye fixation on the nose tip and upper lip when perceiving facial profile images.

Previous studies have shown that affording people choice increases their satisfaction with subsequent experiences: the choice effect. However, it remains unclear whether the choice effect occurs in the hedonic response to foods and beverages. Thus, the present study aimed to demonstrate the choice effect on the palatability perception. Ready-to-serve curries and tea were presented as options in Experiment 1 and Experiment 2, respectively. Experiment 1 failed to demonstrate significant differences among palatability ratings for a curry chosen by participants and for a curry chosen by the experimenter. However, Experiment 2 demonstrated that participants perceived a tea chosen by themselves as more palatable than another tea chosen by the experimenter, regardless of the fact that the two cups of tea were identical. Intriguingly, the effect was obtained only when the number of options was neither too small nor too big. These results indicate that the exercise of choice from an optimal number of options, even when the choice is ostensible and illusory, makes people perceive their chosen foods and beverages as being more palatable. Some implications for the domain of food business are also discussed.

This study aimed to investigate the modulatory effect of olfactory cues on impression toward faces. Twelve Japanese university students participated in the experiment. Before the participants had arrived, the experimental room had been filled with one of three fragrances of fabric softener as the ambient odor, or with no odor. All participants were exposed to each of the four odor conditions on separate days. In the experimental room, participants viewed 20 photographs of Japanese female faces and evaluated their impression toward the faces. The brain activity from the frontal brain region was recorded with functional near-infrared spectroscopy. The fragrances enhanced an effeminate impression for the faces, but the effect was face-dependent. A positive relationship between the impression change induced by the fragrances and the activity of the right frontal brain was observed. These findings indicated that olfactory cues modulate face perception in a manner that cannot be explained by a mood effect, and that the frontal brain region is involved in the reconstruction process of the integrated impression of face and olfactory cues.

Previous studies have reported that the umami taste of monosodium l-glutamate (MSG) and saltysmelling odors (e.g., soy sauce, bacon, sardines) enhance the perception of saltiness. This study aimed to investigate the neural basis of the enhancement of saltiness in human participants using functional near-infrared spectroscopy (fNIRS). University students who had passed a taste panel test participated in this study. Sodium chloride solutions were presented with or without either 0.10% MSG or the odor of soy sauce. The participants were asked to drink a cup of the stimulus and to evaluate only saltiness intensity in Experiment 1, as well as other sensory qualities in Experiment 2, and temporal brain activity was measured using fNIRS. In Experiment 3, the participants were asked to evaluate saltiness intensity using the time-intensity (TI) method, and the response of the parotid salivary glands was measured using fNIRS. The fNIRS data showed that the added MSG and soy sauce enhanced the hemodynamic response in temporal brain regions, including the frontal operculum, but no effect on the hemodynamic salivary responses was detected. These results indicate that the perceived enhancement of saltiness occurs in the brain region that is involved in central gustatory processing. Furthermore, the results of the sensory evaluations suggest that enhancement of saltiness by the addition of MSG is mainly based on fusion of the salty-like property of MSG and saltiness of NaCl, whereas enhancement by the addition of soy sauce odor is mainly based on modulation of the temporal dynamics of saltiness perception.

© 2018 Japanese Psychological Association. Published by John Wiley & Sons Australia, Ltd. In this functional near-infrared spectroscopy study, we measured brain activity during the recognition of congruence between one's action and its visual feedback (vFB) in an experimental environment with few spatial limitations. We manipulated (a) action–category congruence, during which participants performed either a precision grip or a full grip on an object and observed the picture of either a precision grip or a full grip as vFB; and (b) spatial–position congruence, during which participants’ actions were performed either on an object located in the front (i.e., a vFB presented on a monitor spatially overlapping the participant's hand) or to the right (spatially non-overlapped). There was a significant increase in oxy-hemoglobin concentration in the right dorsolateral prefrontal cortex in the category-match condition compared with the category-mismatch condition. However, no significant effect related to the spatial position was found. The results suggest that right dorsolateral prefrontal cortex activity is modulated by cognitive processes associated with the matching of the action category between one's action and its vFB in natural environments with few spatial limitations.

The relationship between choice and eye movement has gained marked interest. The gaze bias effect, i.e., the tendency to look longer at items that are eventually chosen, has been shown to occur in the first dwell (initial cohesion of fixations for an item). In the two-alternative forced-choice (2AFC) paradigm, participants would look at one of the items first (defined as first look; FL), and they would then move and look at another item (second look; SL). This study investigated how the order in which the chosen items were looked at modulates the first dwell gaze bias effect. Participants were asked to assert their preferences and perceptual 2AFC decisions about human faces (Experiment 1) and daily consumer products (Experiment 2), while their eye movements were recorded. The results showed that the first dwell gaze bias was found only when the eventually chosen item was looked at after another one; the chosen item was looked at for longer as compared to the not-chosen item in the SL, but not in the FL. These results indicate that participants actively allocate more time to looking at a subsequently chosen item only after they perceive both items in the SL. Therefore, the selective encoding seems to occur in the early comparison stage of visual decision making, and not in the initial encoding stage. These findings provide insight into the relationship between choice and eye movement.

Previous studies have shown that rats prefer an odor paired with saccharin solution to an odor paired with quinine solution (taste-odor learning). However, it remains unclear whether the odors are associated with the emotional (i.e., positive and/or negative hedonics) or qualitative (i.e., sweetness and/or bitterness) aspects of gustatory information. This study aimed to examine this question using higher-order conditioning paradigms: second-order conditioning (SOC) and sensory preconditioning (SPC). Adult Wistar rats were divided into SOC and SPC groups. Food flavors, purchased from a Japanese market, such as melon (0.05%), lemon (0.1%), vanilla (0.1%), and almond (0.1%), were randomly used as odors A, B, C, and D for each rat. The SOC group was exposed to 0.005 M saccharin solutions with odor A and 0.02 M quinine solutions with odor C in the first 5 days of learning. Additionally, they were exposed to water with a mixture of odors A and B, and water with a mixture of odors C and D in the next 5 days of learning. The order of these two learning sessions was reversed in the SPC group. We hypothesized that if odor was associated with the emotional, or qualitative, aspects of gustatory information, the SOC, or SPC groups, respectively, would prefer odor B to odor D. Our results showed that the SOC group preferred odor B to odor D, whereas the SPC group did not show any such preference. This suggests that odors may be primarily associated with emotion evoked by gustation in taste-odor learning. (C) 2016 The Authors. Published by Elsevier Inc.

9種類の食品画像が縦3x横3として配置された刺激セットを用いて、セット内の各位置の食品に対してみられる選好の程度を検討した。なお、本報告書提出時点においてもデータ収集は継続中であり、十分なデータ数が確保され次第、結果の分析を行う。 また、消費者選択と視線の関係性について扱った近年の先行研究について包括的な調査とまとめをおこなったレビュー論文が、国際誌 Food Research Internationalに受理・掲載された。

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