It's in the eye of the beholder: selective attention to drink properties during tasting influences brain activation in gustatory and reward regions.

ABSTRACT: Statements regarding pleasantness, taste intensity or caloric content on a food label may influence the attention consumers pay to such characteristics during consumption. There is little research on the effects of selective attention on taste perception and associated brain activation in regular drinks. The aim of this study was to investigate the effect of selective attention on hedonics, intensity and caloric content on brain responses during tasting drinks. Using functional MRI brain responses of 27 women were measured while they paid attention to the intensity, pleasantness or caloric content of fruit juice, tomato juice and water. Brain activation during tasting largely overlapped between the three selective attention conditions and was found in the rolandic operculum, insula and ove

SUBMITTER: van Rijn I 

PROVIDER: S-EPMC5880857 | biostudies-literature | 2018 Apr

REPOSITORIES: biostudies-literature