Appearance matters: neural correlates of food choice and packaging aesthetics.

Neuro-imaging holds great potential for predicting choice behavior from brain responses. In this study we used both traditional mass-univariate and state-of-the-art multivariate pattern analysis to establish which brain regions respond to preferred packages and to what extent neural activation patte...

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Autores principales:	Laura N Van der Laan, Denise T D De Ridder, Max A Viergever, Paul A M Smeets
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2012
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/869ecb976edb4dc98fcb20b1dc535e76
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id	oai:doaj.org-article:869ecb976edb4dc98fcb20b1dc535e76
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spelling	oai:doaj.org-article:869ecb976edb4dc98fcb20b1dc535e762021-11-18T07:11:04ZAppearance matters: neural correlates of food choice and packaging aesthetics.1932-620310.1371/journal.pone.0041738https://doaj.org/article/869ecb976edb4dc98fcb20b1dc535e762012-01-01T00:00:00Zhttps://www.ncbi.nlm.nih.gov/pmc/articles/pmid/22848586/?tool=EBIhttps://doaj.org/toc/1932-6203Neuro-imaging holds great potential for predicting choice behavior from brain responses. In this study we used both traditional mass-univariate and state-of-the-art multivariate pattern analysis to establish which brain regions respond to preferred packages and to what extent neural activation patterns can predict realistic low-involvement consumer choices. More specifically, this was assessed in the context of package-induced binary food choices. Mass-univariate analyses showed that several regions, among which the bilateral striatum, were more strongly activated in response to preferred food packages. Food choices could be predicted with an accuracy of up to 61.2% by activation patterns in brain regions previously found to be involved in healthy food choices (superior frontal gyrus) and visual processing (middle occipital gyrus). In conclusion, this study shows that mass-univariate analysis can detect small package-induced differences in product preference and that MVPA can successfully predict realistic low-involvement consumer choices from functional MRI data.Laura N Van der LaanDenise T D De RidderMax A ViergeverPaul A M SmeetsPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 7, Iss 7, p e41738 (2012)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Laura N Van der Laan Denise T D De Ridder Max A Viergever Paul A M Smeets Appearance matters: neural correlates of food choice and packaging aesthetics.
description	Neuro-imaging holds great potential for predicting choice behavior from brain responses. In this study we used both traditional mass-univariate and state-of-the-art multivariate pattern analysis to establish which brain regions respond to preferred packages and to what extent neural activation patterns can predict realistic low-involvement consumer choices. More specifically, this was assessed in the context of package-induced binary food choices. Mass-univariate analyses showed that several regions, among which the bilateral striatum, were more strongly activated in response to preferred food packages. Food choices could be predicted with an accuracy of up to 61.2% by activation patterns in brain regions previously found to be involved in healthy food choices (superior frontal gyrus) and visual processing (middle occipital gyrus). In conclusion, this study shows that mass-univariate analysis can detect small package-induced differences in product preference and that MVPA can successfully predict realistic low-involvement consumer choices from functional MRI data.
format	article
author	Laura N Van der Laan Denise T D De Ridder Max A Viergever Paul A M Smeets
author_facet	Laura N Van der Laan Denise T D De Ridder Max A Viergever Paul A M Smeets
author_sort	Laura N Van der Laan
title	Appearance matters: neural correlates of food choice and packaging aesthetics.
title_short	Appearance matters: neural correlates of food choice and packaging aesthetics.
title_full	Appearance matters: neural correlates of food choice and packaging aesthetics.
title_fullStr	Appearance matters: neural correlates of food choice and packaging aesthetics.
title_full_unstemmed	Appearance matters: neural correlates of food choice and packaging aesthetics.
title_sort	appearance matters: neural correlates of food choice and packaging aesthetics.
publisher	Public Library of Science (PLoS)
publishDate	2012
url	https://doaj.org/article/869ecb976edb4dc98fcb20b1dc535e76
work_keys_str_mv	AT lauranvanderlaan appearancemattersneuralcorrelatesoffoodchoiceandpackagingaesthetics AT denisetdderidder appearancemattersneuralcorrelatesoffoodchoiceandpackagingaesthetics AT maxaviergever appearancemattersneuralcorrelatesoffoodchoiceandpackagingaesthetics AT paulamsmeets appearancemattersneuralcorrelatesoffoodchoiceandpackagingaesthetics
_version_	1718423801417433088

Appearance matters: neural correlates of food choice and packaging aesthetics.

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