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Evaluative Processing of Food Images: A Conditional Role for Viewing in Preference Formation
Alexandra Wolf1, Kajornvut Ounjai1, Muneyoshi Takahashi2
1Graduate School of Systems Life Sciences, Kyushu University, Fukuoka, Japan.
Frontiers in Psychology
|June 27, 2018
Summary
Gaze duration influences preference for food images, but only when individuals have control over viewing time and are making exclusive choices. This challenges the idea that longer viewing always increases liking.
Area of Science:
- Cognitive Psychology
- Decision Science
- Neuroscience
Background:
- Previous research proposed the gaze cascade hypothesis, suggesting longer viewing times causally influence preference formation.
- This link was primarily studied under self-paced viewing conditions, potentially creating a default connection between viewing and liking.
Purpose of the Study:
- To investigate whether the relationship between viewing duration and preference for food images is intrinsic or task-dependent.
- To examine how exposure control (self-paced vs. time-controlled) and evaluation type (exclusive vs. non-exclusive) affect this relationship.
Main Methods:
- A 2x2 within-subjects design was employed, manipulating exposure type and evaluation type.
- Participants evaluated single naturalistic food images under different viewing and evaluation conditions.
- Viewing duration was measured by both stimulus exposure duration and actual gaze duration.
Main Results:
- In self-paced exclusive evaluations, longer viewing correlated with higher positive evaluations.
- In self-paced non-exclusive evaluations, longer viewing correlated with lower ratings.
- No significant relationship between viewing duration and evaluation was found in time-controlled tasks.
Conclusions:
- The influence of viewing time on evaluative processing of food images is not intrinsic but depends on task parameters.
- Self-determination of viewing duration appears necessary for viewing time to influence evaluations.
- The facilitative link between viewing and liking is restricted to exclusive evaluation scenarios.
Keywords:
evaluative processinggaze durationnaturalistic food imagesnon-exclusive versus exclusiveself-paced versus time-controlledviewing timeMore Related Videos
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