The Disentangled Sub-Processes Involved in Implied Motion Contributing to Food Freshness: The Neural Evidence from...

Implied motion can enhance the consumer's judgment of food freshness. However, this enhancing effect has only been investigated for a few products. Furthermore, researchers have not conclusively determined whether the effects of the low-level visual sensory processing and high-level conceptual processing on food evaluation differ. In Experiment 1, using different fruits in static water (fruit_IS), fruit with implied moving water (fruit_IM), or only fruits as stimuli, we initially generalized the effect of implied motion on the broader category of fruit, and implied motion improved the perceived freshness of the fruit. In Experiment 2, we recorded event-related potentials (ERPs) and measured the temporal processes involved in the mechanism by which implied motion improved perceived fruit freshness. The behavioral results further supported the findings from Experiment 1. The ERP data revealed a pronounced positive difference between fruit_IM and fruit-only conditions recorded from posterior electrodes at approximately 200-300 ms (P2). This difference reflected the low-level visual implied motion sensory processing involved in the effect of implied motion on improving food freshness. Additionally, an early frontocentral negativity difference of approximately 300-500 ms between fruit_IM and fruit-only conditions was recorded, which reflected the high-level visual conceptual processing involved in the effect of implied motion on improving food freshness. These results strengthen and extend previous behavioral findings indicating that implied motion enhances the consumer's judgment of food freshness across various food categories, and improves our understanding of the cognitive processes involved in the mechanism by which implied motion influences food judgments.