Marketing actions can modulate neural representations of experienced pleasantness.

Actions Can Modulate Neural Representations of Ex

Neural Integration of Taste, Smell, Oral Texture, and Visual Modalities

The aims of this chapter are to describe how taste, olfactory, visual, oral sensory, and other sensory inputs are combined in the brain, how a representation of reward value is produced, and how cognition and selective attention influence this processing. Complementary neuronal recordings in primates, and functional neuroimaging in humans, show that the primary taste cortex in the anterior insu...

Different representations of relative and absolute subjective value in the human brain

Relative reward value is important for the choice between a set of available rewards, and absolute reward value for stable and consistent economic choice. It is unclear whether in the human brain subjective absolute value representations can be dissociated from relative reward value representations. Using fMRI, we investigated how the subjective pleasantness of an odor is influenced by whether ...

Reward Systems in the Brain and Nutrition.

The taste cortex in the anterior insula provides separate and combined representations of the taste, temperature, and texture of food in the mouth independently of hunger and thus of reward value and pleasantness. One synapse on, in the orbitofrontal cortex, these sensory inputs are combined by associative learning with olfactory and visual inputs for some neurons, and these neurons encode food...

How the Experience of Emotion is Modulated by Facial Feedback

The facial feedback hypothesis states that facial actions modulate subjective experiences of emotion. Using the voluntary facial action technique, in which the participants react with instruction induced smiles and frowns when exposed to positive and negative emotional pictures and then rate the pleasantness of these stimuli, four questions were addressed in the present study. The results in Ex...