A preliminary investigation on the effect of immersive consumption contexts on food-evoked emotions using facial expressions and subjective ratings

Previous studies have investigated effects of consumption contexts on food experiences using actual real-life and recreated immersive contexts. The results typically show that is experienced differently depending the context. It not clear whether context are independent specific foods. E.g., all foods more positive in a nice sushi restaurant or only strong associations (congruent) with this context, such as sushi? A previous study beach contexts, demonstrated no effect congruency liking tasted To verify lack was caused by relatively insensitivity explicit response measures liking, implicit (facial expressions) (scores) food-evoked general emotions were used same those reported here. Thirty-five participants exposed repeatedly seven sessions one two (sushi beach) to either congruent restaurant, popsicle at beach, iced tea) incongruent restaurant) Contexts switched an eighth final session. Facial expressions self-reported showed significant (p < 0.05). General closely related, systematic changes over repeated exposure, food. No food-context found, i.e., facial independent. Food-evoked positively valenced compared irrespective After boredom intensified interest reduced, subsequent switch different did produce additional emotions. also varied independently but affected exposure In conclusion, 1) physical social laboratory affect measured expressions, 2) , 3) similarities differences pointing added value measuring expressions.