Search research articles

ABOUT JoVE

Overview Leadership Blog JoVE Help Center

AUTHORS

Publishing Process Editorial Board Scope & Policies Peer Review FAQ Submit

LIBRARIANS

Testimonials Subscriptions Access Resources Library Advisory Board FAQ

RESEARCH

JoVE Journal Methods Collections JoVE Encyclopedia of Experiments Archive

EDUCATION

JoVE Core JoVE Business JoVE Science Education JoVE Lab Manual Faculty Resource Center Faculty Site

Terms & Conditions of Use

Related Concept Videos

Conditioned Taste Aversion

Conditioned Taste Aversion

Conditioned taste aversion, also known as sauce béarnaise syndrome, is a phenomenon in which an individual develops an aversion to a certain food taste following a negative experience, typically illness. This form of aversion is a type of classical conditioning in which the taste of the food (conditioned stimulus, CS) is associated with the experience of illness (unconditioned stimulus, UCS).
A notable characteristic of conditioned taste aversion is that it often requires only a single...

Taste Buds and Receptors

Taste Buds and Receptors

Gustation, or the sense of taste, is intrinsically linked to the anatomical structures located on the tongue. This organ's surface, along with the entirety of the oral cavity, is adorned with stratified squamous epithelium. Evident on the tongue are elevated structures known as papillae (singular = papilla), which house the mechanisms for the transduction of gustatory stimuli. Four distinct types of papillae exist, each identified by their unique morphological attributes: the circumvallate,...

Instinctive Drift

Instinctive Drift

Instinctive drift refers to the tendency of animals to revert to their innate behaviors despite repeated reinforcement. Breland and Breland demonstrated this concept in an experiment with a raccoon. The raccoon was trained to pick up two coins and place them in a container in exchange for food. Initially, the raccoon learned to associate the coins with food, making them a conditioned stimulus or a substitute for food. However, over time, the raccoon became less willing to put the coins into the...

Desensitization and Tachyphylaxis

Desensitization and Tachyphylaxis

Tachyphylaxis is described as a rapid decrease in response to a drug after repeated or continuous administration of the same drug dose. It is a phenomenon where the body becomes less responsive to a particular substance or intervention over time, requiring higher doses or stronger interventions to achieve the same effect. It results from adaptive changes in the body's receptors, signaling pathways, or physiological processes that occur in response to prolonged exposure to a stimulus.

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by

Same author

Neural Timeline of Contextual Guidance in Naturalistic Visual Search Across Task Difficulty Levels.

The European journal of neuroscience·2026

Same author

Emerging nanoimmunotherapeutic strategies for breast cancer.

Discover oncology·2026

Same author

Quantum entanglement and coherence in plant signaling networks: a theoretical framework.

Theory in biosciences = Theorie in den Biowissenschaften·2026

Same author

The future of food: seaweed farming, biotechnology, and global sustainability.

Biologia futura·2025

Same author

Fairness, Not Emotion, Drives Socioeconomic Decision-Making.

Psychophysiology·2025

Same author

Improving shared decision making for lung cancer treatment by developing and validating an open-source web based patient decision aid for stage I-II non-small cell lung cancer.

Frontiers in digital health·2024

Search research articles

Related Experiment Video

Updated: Jul 22, 2025

A Treatment Package without Escape Extinction to Address Food Selectivity

A Treatment Package without Escape Extinction to Address Food Selectivity

Published on: August 21, 2015

Reversing food preference through multisensory exposure.

Avishek Chatterjee^1,2, Satyaki Mazumder¹, Koel Das¹

¹Department of Mathematics and Statistics, Indian Institute of Science Education and Research Kolkata, Nadia, West Bengal, India.

|July 20, 2023

Summary

This summary is machine-generated.

This study reveals that exposure to disliked foods can significantly increase food craving, even affecting willingness to pay. Brain activity, specifically parietal N200 and centro-parietal P300, may play a role in altering food preferences and reducing inhibitory control.

More Related Videos

Assessment of Social Transmission of Food Preferences Behaviors

Assessment of Social Transmission of Food Preferences Behaviors

Published on: January 25, 2018

Progressive-ratio Responding for Palatable High-fat and High-sugar Food in Mice

Progressive-ratio Responding for Palatable High-fat and High-sugar Food in Mice

Published on: May 3, 2012

Related Experiment Videos

Last Updated: Jul 22, 2025

A Treatment Package without Escape Extinction to Address Food Selectivity

A Treatment Package without Escape Extinction to Address Food Selectivity

Published on: August 21, 2015

Assessment of Social Transmission of Food Preferences Behaviors

Assessment of Social Transmission of Food Preferences Behaviors

Published on: January 25, 2018

Progressive-ratio Responding for Palatable High-fat and High-sugar Food in Mice

Progressive-ratio Responding for Palatable High-fat and High-sugar Food in Mice

Published on: May 3, 2012

Area of Science:

Neuroscience
Psychology
Sensory Science

Background:

Food craving is common and linked to negative health outcomes, driving research.
Existing food cue-reactivity studies often overlook individual food preferences, potentially skewing results.

Purpose of the Study:

To investigate the neuropsychological factors influencing food craving preference.
To examine how multisensory exposure to liked and disliked foods affects craving.
To understand the relationship between craving, willingness to pay, and brain activity.

Main Methods:

Participants were categorized into Liked Food Exposure (LFE), Disliked Food Exposure (DFE), and Neutral Control (NEC) groups based on food preferences.
A multisensory food exposure setup was used, presenting liked or disliked food stimuli.
Participants reported craving using desire and bidding scales (willingness to pay) before and after exposure.

Main Results:

Multisensory exposure significantly increased food craving in the DFE group after encountering disliked foods.
The desire for food does not always correlate with willingness to pay, highlighting subjective valuation.
Parietal N200 and centro-parietal P300 activity were implicated in reversing food preference and potentially decreasing inhibitory control.

Conclusions:

Individual food preferences are crucial in craving research.
Multisensory exposure can modulate food craving, even for disliked items.
Brain activity patterns suggest a role for N200 and P300 in altered food preference and craving regulation.