“Beyond liking” measures in food-related consumer research supplement hedonic responses and improve ability to predict consumption

Consumer-driven Health Care: beyond Rhetoric with Research and Experience a Special Supplement to Hsr

As pleasure unfolds. Hedonic responses to tempting food.

Why do chronic dieters often violate their dieting goals? One possibility is that they experience stronger hedonic responses to tempting food than normal eaters do. We scrutinized hedonic processing in dieters and normal eaters (a) by manipulating food preexposure and (b) by assessing both immediate and delayed hedonic responses to tempting food with an adapted affect-misattribution procedure. ...

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 misinter...

The ventral pallidum and hedonic reward: neurochemical maps of sucrose "liking" and food intake.

How are natural reward functions such as sucrose hedonic impact and the motivation to eat generated within the ventral pallidum (VP)? Here, we used a novel microinjection and functional mapping procedure to neuroanatomically localize and neurochemically characterize substrates in the VP that mediate increases in eating behavior and enhancements in taste hedonic "liking" reactions. The mu-opioid...

Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-base...