A LABELED AFFECTIVE MAGNITUDE (LAM) SCALE FOR ASSESSING FOOD LIKING/DISLIKING1

The most widely used scale for assessing food liking or disliking is the 9‐pt hedonic scale. Unfortunately, this affective scale suffers from problems related to unequal scale intervals and the underuse of end categories, which results in a reduced ability to differentiate among extremely well liked or extremely disliked foods. Magnitude estimation avoids these problems while enabling ratio statements to be made about the data. However, it does not provide absolute ratings of liking/disliking and can be difficult for some consumers to use. We report here on the development of a labeled affective magnitude scale (LAM) scale that has advantages over both the 9‐pt hedonic scale and magnitude estimation. Forty‐four semantic labels were scaled for their affective meaning by subjects using modulus‐free magnitude estimation. The geometric mean magnitude estimates obtained for each semantic label were used to construct a series of labeled affective magnitude scales by spacing the labels along a visual analogue scale according to their obtained semantic values. Reliability and sensitivity studies were conducted to assess the effects of alternative semantic and numeric labels. The results of these studies led to the choice of a scale format that uses verbal labels that are consistent with the 9‐pt hedonic scale. The labeled affective magnitude (LAM) scale was compared to the hedonic scale and magnitude estimation in several food preference and acceptability tests. The LAM was shown to have equal reliability and sensitivity to the hedonic scale, provided somewhat greater discrimination among highly liked foods, and resulted in data that were similar to magnitude estimation in terms of the obtained ratios among rated stimuli. The LAM scale was also judged by consumers to be as easy to use as the 9‐pt hedonic scale and significantly less difficult than magnitude estimation.     

Allelic variation in TAS2R bitter receptor genes associates with variation in sensations from and ingestive behaviors toward common bitter beverages in adults

The 25 human bitter receptors and their respective genes (TAS2Rs) contain unusually high levels of allelic variation, which may influence response to bitter compounds in the food supply. Phenotypes based on the perceived bitterness of single bitter compounds were first linked to food preference over 50 years ago. The most studied phenotype is propylthiouracil bitterness, which is mediated primarily by the TAS2R38 gene and possibly others. In a laboratory-based study, we tested for associations between TAS2R variants and sensations, liking, or intake of bitter beverages among healthy adults who were primarily of European ancestry. A haploblock across TAS2R3, TAS2R4, and TAS2R5 explained some variability in the bitterness of espresso coffee. For grapefruit juice, variation at a TAS2R19 single nucleotide polymorphism (SNP) was associated with increased bitterness and decreased liking. An association between a TAS2R16 SNP and alcohol intake was identified, and the putative TAS2R38-alcohol relationship was confirmed, although these polymorphisms did not explain sensory or hedonic responses to sampled scotch whisky. In summary, TAS2R polymorphisms appear to influence the sensations, liking, or intake of common and nutritionally significant beverages. Studying perceptual and behavioral differences in vivo using real foods and beverages may potentially identify polymorphisms related to dietary behavior even in the absence of known ligands.     

CONTEXTUAL SHIFTS IN HEDONIC JUDGMENTS

Taste intensity ratings are higher when many low-intensity stimuli are presented than when many high-intensity stimuli are presented. It is investigated whether similar contextual shifts occur for hedonic judgments. Experiment 1 assessed the perceived pleasantness of a heterogeneous stimulus set containing either a large number of quinine (unpleasant context) or sucrose (pleasant context) solutions. In Experiment 2 subjects made hedonic judgments for a set of sucrose solutions. They were classified pre-experimentally as ‘sweet-likers,’‘neutrals,’ or ‘sweet-dislikers.’ Stimulus frequency distributions were positively or negatively skewed. In Experiment 1, hedonic ratings in the pleasant context were lower than those obtained in the unpleasant context. In Experiment 2, no effect of stimulus context was found. It is argued that contextual shifts in hedonic judgments are found only if the stimuli differ substantially along the hedonic dimension. In addition, the subject groups should be homogeneous with regard to preference rank orders, and should be sufficiently large to allow testing with adequate statistical power.     

Odor and affect: individual differences in the impact of odor on liking for places, things and people

This paper provides evidence of substantial individual differences in the affective importance of odors, and offers initial validation for an eight-item scale of the impact of odor (AIO) on liking for people, places, foods and cosmetic/health products. In study 1, 116 American college students and 336 Flemish Belgian college students completed the AIO along with other measures of reactions to odors and to commercial products designed to mask body odors. There were substantial individual differences in AIO scores, but means were similar for males and females, and for US and Belgian respondents. Higher AIO scores were associated with more odor-mediated memory, more attention to odors and more liking or disliking for odors as a function of their association with liked and disliked persons. AIO scores were not related to preference for toiletries with artificial scents, to use of products to mask natural body odors, or to disgust sensitivity. In study 2, AIO scores were strongly related to a measure of evaluative conditioning (a form of Pavlovian associative learning) in the laboratory, using liked and disliked odors as unconditioned stimuli and pictures of faces as conditioned stimuli.     

EFFECT OF QUESTIONNAIRE DESIGN AND THE NUMBER OF SAMPLES TASTED ON HEDONIC RATINGS1

A total of 450 consumers participated in a test to determine whether questionnaire length, presence of key diagnostic questions or serving position affected their hedonic discrimination among yellow cakes. Consumers evaluated four yellow cakes representing a 2 × 2 factorial design of texture and flavor flaws. They used one of the following six questionnaires: only a 9-point hedonic scale, a 9-point hedonic scale with open end questions, and four others comprising a 2 × 2 factorial design with two levels of questionnaire length and two levels of questionnaire completeness. Neither the presence of key attribute questions nor the length of the questionnaire affected the value or the sensitivity of the judges’ overall liking scores. Samples tasted first received higher hedonic scores than those same samples tasted second throughfifth. Judges could discriminate among the samples on the basis of overall liking best when samples were tasted fourth or fifth.     

Basic taste stimuli elicit unique responses in facial skin blood flow

Facial expression changes characteristically with the emotions induced by basic tastes in humans. We tested the hypothesis that the five basic tastes also elicit unique responses in facial skin blood flow. Facial skin blood flow was measured using laser speckle flowgraphy in 16 healthy subjects before and during the application of basic taste stimuli in the oral cavity for 20 s. The skin blood flow in the eyelid increased in response to sweet and umami taste stimuli, while that in the nose decreased in response to a bitter stimulus. There was a significant correlation between the subjective hedonic scores accompanying these taste stimuli and the above changes in skin blood flow. These results demonstrate that sweet, umami, and bitter tastes induce unique changes in facial skin blood flow that reflect subjective hedonic scores.     

Is Dietary Fat Intake Related to Liking or Household Availability of High‐ and Low‐Fat Foods?

Objectives : Despite the increasing availability of low‐ and reduced‐fat foods, Americans continue to consume more fat than recommended, which may be a contributing factor to the obesity epidemic. This investigation examined relationships between liking and household availability of high‐ and low‐fat foods and their association with dietary fat intake. Research Methods and Procedures : A food frequency questionnaire assessed percent calories from fat consumed over the past year in 85 men and 80 women. Participants reported their degree of liking 22 “high‐fat foods” (>45% calories from fat) and 22 “low‐fat foods” (<18% calories from fat), and the number and percentage (number of high‐ or low‐fat foods/total number of foods × 100) of these high‐ and low‐fat foods in their homes. Results : Hierarchical regression analyses examined the ability of liking and household availability of low‐ and high‐fat foods to predict percent dietary fat intake. After controlling for age, sex, and BMI, liking ratings for high‐ and low‐fat foods and the interaction of liking for low‐fat foods by the percentage of low‐fat foods in the household were significant predictors of percent dietary fat consumed. Greater liking of high‐fat foods and lower liking of low‐fat foods, both alone and combined with a lower percentage of low‐fat foods in the home, were predictive of higher dietary fat intake. Discussion : Interventions designed to reduce dietary fat intake should target both decreasing liking for high‐fat foods and increasing liking for low‐fat foods, along with increasing the proportion of low‐fat foods in the household.     

Salivary Composition Is Associated with Liking and Usual Nutrient Intake

Salivary flow and composition have an impact on flavor perception. However, very few studies have explored the relationship between saliva, individual liking and usual dietary intake. The aim of our study was to evaluate the association of salivary flow and composition with both a liking for fat, saltiness and sweetness and the usual nutrient intake in an adult French population. Liking for fat, saltiness, and sweetness were inferred from liking scores obtained during hedonic tests on 32 food products among 282 French adults participating in the Nutrinet-Santé Study. Before assessing liking, resting saliva was collected. Standard biochemical analyses were performed to assess specific component concentrations and enzymatic activities. Dietary data were collected using three web-based 24h records. Relationships between salivary flow and composition, sensory liking and nutrient intake were assessed using linear regression. Total antioxidant capacity was positively associated with simple carbohydrate intake (β = 31.3, 95% CI = 1.58; 60.99) and inversely related to complex carbohydrate consumption (β = -52.4, 95% CI = -87.51; -19.71). Amylolysis was positively associated with both total (β = 0.20, 95% CI = 0.01; 0.38) and simple carbohydrate intake (β = 0.21, 95% CI = 0.01; 0.39). Salivary flow was positively associated with liking for fat (β = 0.14, 95% CI = 0.03; 0.25). Proteolysis was positively associated with liking for saltiness and for fat (β = 0.31, 95% CI = 0.02; 0.59; β = 0.28, 95% CI = 0.01; 0.56, respectively). Amylolysis was inversely associated with liking for sweetness (β = -10.13, 95% CI = -19.51; -0.75). Carbonic anhydrase 6 was inversely associated with liking for saltiness (β = -46.77, 95% CI = -86.24; -7.30). Saliva does not substantially vary according to a usual diet, except for carbohydrate intake, whereas the specific association between salivary flow/composition and sensory liking suggests the influence of saliva characteristics in food acceptance.     

Startling Sweet Temptations: Hedonic Chocolate Deprivation Modulates Experience,Eating Behavior,and Eyeblink Startle

Many individuals restrict their food intake to prevent weight gain. This restriction has both homeostatic and hedonic effects but their relative contribution is currently unclear. To isolate hedonic effects of food restriction, we exposed regular chocolate eaters to one week of chocolate deprivation but otherwise regular eating. Before and after this hedonic deprivation, participants viewed images of chocolate and images of high-calorie but non-chocolate containing foods, while experiential, behavioral and eyeblink startle responses were measured. Compared to satiety, hedonic deprivation triggered increased chocolate wanting, liking, and chocolate consumption but also feelings of frustration and startle potentiation during the intertrial intervals. Deprivation was further characterized by startle inhibition during both chocolate and food images relative to the intertrial intervals. Individuals who responded with frustration to the manipulation and those who scored high on a questionnaire of impulsivity showed more relative startle inhibition. The results reveal the profound effects of hedonic deprivation on experiential, behavioral and attentional/appetitive response systems and underscore the role of individual differences and state variables for startle modulation. Implications for dieting research and practice as well as for eating and weight disorders are discussed.     

Wanting,liking and welfare: The role of affective states in proximate control of behaviour in vertebrates

Animals choose a course of action countless times each day. To do so, they need to prioritise their behaviour within a set of alternative actions and decide which of these actions to perform at any one time and for how long, that is, determine when the behaviour has reached its desired effect. This process has classically been called the proximate behavioural control mechanism. Several aspects contribute to this process: internal and external stimuli, the emotions that they elicit, motivation (wants), behavioural goals, valuation, decision‐making and its modulation by mood, and the assessment of behavioural outcomes (liking). I will address all these aspects in the form of an integrated conceptual model. In the process of behavioural control, options need to be valued, and I will refer to evidence showing that an affective hedonic process in respect to (future) reward and punishment heavily affects this value. Moreover, I view motivation, the force that finally drives a specific behavioural output, as being primarily influenced by affective states or even corresponding fully to them. Given the feedback in behavioural control by (dis‐)liking outcomes of behaviour, I reason that in respect to welfare it is more important for animals to reach proximate goals than to avoid negative stimuli. All behavioural choices are modulated, and I show how mood, a long‐term affective state, can cause such modulation. Proximate control of behaviour takes place in the brain, and I will briefly discuss how current and future brain research may elucidate how the brain computes these processes. Furthermore, the inclusion of affective states in the conceptual model raises the question of the subjective experience of animals, and I will address some of the important open questions in this area of research. I will conclude that neural studies cannot currently provide a detailed and general theory on the algorithms of proximate behavioural control. In parallel to further developing these approaches, I propose to strengthen a refined ethological approach with a focus on the states of “wanting” and “liking” in ecologically meaningful circumstances and with a strong ontogenetic (within species) and comparative (between species) component. I consider this ethological approach to be a highly promising step in understanding proximate behavioural control.     

Fasting for 24 Hours Heightens Reward from Food and Food-Related Cues

Introduction

We examined the impact of a 24 hour complete fast (vs. fed state) on two measures of food reward: 1) ‘wanting’, as measured by response to food images and by the relative-reinforcing value of food (RRV), and 2) ‘liking’, as measured by response to food images and the hedonic evaluation of foods consumed.

Methods

Utilizing a randomized crossover design, 15 subjects (9 male; 6 female) aged 28.6±4.5 yrs with body mass index 25.3±1.4 kg/m² were randomized and counterbalanced to normal feeding (FED) and 24-hour fast (FASTED) conditions. Trait characteristics were measured with the Three Factor Eating Questionnaire. Two computer tasks measured food reward: 1) RRV progressive ratio task, 2) explicit ‘liking’ and ‘wanting’ (Leeds Food Preference Questionnaire, LFPQ). Also measured were ad libitum energy intake (EI; buffet) and food ‘liking’ (visual analogue scale) of personalized stimuli.

Results

There were no significant anthropometric changes between conditions. Appetite scores, hedonic ratings of ‘liking’, and ad libitum EI all significantly increased under the FASTED condition (p<0.05). Under the FASTED condition there were significant increases in the RRV of snack foods; similarly, explicit ‘wanting’ and ‘liking’ significantly increased for all food categories. ‘Liking’ of sweet foods remained high across-meals under FASTED, but savory foods decreased in hedonic saliency.

Conclusion

Relative to a fed state, we observed an increase in hedonic ratings of food, the rewarding value of food, and food intake after a 24 hr fast. Alliesthesia to food and food cues is suggested by heightened hedonic ratings under the FASTED condition relative to FED.     

CATEGORY APPRAISAL WITHIN A LIMITED PRODUCT RANGE: A METHODS-ORIENTED CASE HISTORY

This paper presents the author's approach to synthesizing useful direction from product testing when the stimuli are not systematically varied. The approach presented here comprises a research design and data analysis strategy, rather than a conventional product optimization with subsequent validation. The design steps comprise stimulus selection, attribute selection, and product evaluation. The data analysis comprises univariate modeling to show how sensory attributes drive overall liking, reduction of the matrix to factor scores for multivariate modeling, and then the creation of an integrated product model. The outcome is a set of factor scores that can be translated to sensory attributes and in turn to target products.     

TEMPORAL ASPECTS OF HEDONIC RESPONSES1

Continuous measurement of degree of liking for chocolate milk varying in milkfat (0–36%) showed significant fluctuations over the 80 s test period. For 17 judges, samples with intermediate fat levels received maximum liking 20–30 s after placement in the mouth then declined to neutral (neither like nor dislike). The nonfat sample gave a flat, neutral response across time while the 36% fat sample was initially neutral, reached maximum dislike at approximately 20 s then gradually returned to neutral. For 5 judges, increasing degree of liking was expressed for increasing fat levels. For both groups, maximum and minimum time-intensity (T-I) measurements correlated significantly with results from conventional hedonic scaling on a 20-cm line. Degree of liking was unaffected by swallowing or expectorating samples by either T-I or scaling. Thus, similar to perceived intensity, hedonic responses are not static, but show systematic changes during tasting, i.e., from the time the sample is placed into the mouth, through expectoration (or swallowing) until a steady (usually neutral) state is reached.     

Taste discrimination vs hedonic response to sucrose in coffee beverage. An interlaboratory study

Degree of liking, using a 17-point hedonic scale, and discriminationtaste thresholds, using a paired-comparison technique, weredetermined in a coffee beverage containing 0, 2.5, 5.0, 7.5,and 10.0% sucrose at laboratories in Brazil, Japan, Poland,Sweden and USA. Hedonic responses from the 122 subjects weresubdivided into four distinct sub-groups, according to differentpatterns as a function of sucrose concentration. Different frequenciesof these hedonic patterns resulted from the five laboratories.With few exceptions, repeated hedonic testing at the terminationof the experiment matched those from the beginning, indicatingstability of response during the lengthy study. No differenceswere observed in hedonic responses (nor in discrimination ability)between the male and female subjects at each laboratory. Discrimination thresholds at the five standard sucrose concentrations,and corresponding Weber ratios, were reported for the pooleddata within each laboratory. In general, the Weber ratios werehigher at the lower concentrations, indicating dependence ofdiscrimination upon the standard concentration. Notable differencesin discrimination ability were evident among the five laboratories,but were unrelated to degree of liking for sweetness in thecoffee. Subjects with low or with high degree of liking forall coffee samples, as well as those with increasing or decreasinghedonic responses as a function of sucrose concentration, discriminatedequally well among the concentration levels. The data from alllaboratories showed that ability to discriminate among sucroselevels and degree of liking for sucrose levels in coffee areindependent behavioral responses. ¹Present address: Department of Nutrition, Cornell University,Ithaca, New York, USA     

How Many Calories Are on Our Plate? Expected Fullness,Not Liking,Determines Meal‐size Selection

The availability of highly palatable food is thought to stimulate the selection of larger meals (leading to weight gain and obesity). In this article, we explore aspects of this proposition. Specifically, we scrutinize two basic assumptions: (i) palatable energy‐dense foods are more rewarding (desired), and (ii) these palatable foods are selected in relatively larger portions. In combination with palatability, we also consider the relative role for “expected satiation”—the extent to which a food is expected to deliver satiation. A total of 17 commonly consumed foods were assessed by 28 normal‐weight participants at lunchtime. Critically, our measure of food reward and expected satiation involves comparisons between foods based on equicaloric portions. When assessed in this way, we find that food reward and ideal portion sizes (in kcal) are both closely associated with expected satiation, but not with “expected liking.” Low expected satiation (not expected liking) predicts the selection of large portion sizes (in kcal) and foods with this characteristic tend to be more energy dense and are regarded as less (not more) rewarding (when compared calorie for calorie). Together, these findings challenge the role of palatability in meal‐size selection and they highlight the importance of expected satiation, a “nonaffective” component of food reward.     

THE RELATIONSHIP BETWEEN CONSUMER PREFERENCES AND TRAINED PANEL RESPONSES

Eight samples of dried tomato soups were profiled by a trained panel, who also provided ratings of overall liking and liking for particular attributes on relative-to-ideal rating scales. A consumer panel tested a subset of four of the soups in home trials, assessing them for overall liking and for particular attributes on either hedonic or relative-to-ideal rating scales. The pattern of overall preferences differed between the trained and untrained panelists, demonstrating the inappropriateness of using trained panelists to provide measures of preference or acceptance. The conclusions regarding consumer preferences would differ depending on which rating scale was used; these differences disappeared when the relative-to-ideal ratings were converted into values of the same form as the hedonic ratings. The overall liking was best predicted by flavor rather than color or thickness. A principal components analysis (PCA) of the profile data compared well with a plot based on the trained panel preference data using MDPREF. The preference data were also fitted to the PCA dimensions using the PREMAP vector model, which gave a good fit for only six of the 15 trained panelists; the PREMAP ideal point model failed to show a better fit. In order to test these models adequately more than eight samples would need to be tested.     

Polymorphisms in sweet taste genes (TAS1R2 and GLUT2), sweet liking,and dental caries prevalence in an adult Italian population

The aim of the study was to assess the relationship between sweet taste genes and dental caries prevalence in a large sample of adults. In addition, the association between sweet liking and sugar intake with dental caries was investigated. Caries was measured by the decayed, missing, filled teeth (DMFT) index in 647 Caucasian subjects (285 males and 362 females, aged 18–65 years), coming from six villages in northeastern Italy. Sweet liking was assessed using a 9-point scale, and the mean of the liking given by each individual to specific sweet food and beverages was used to create a sweet liking score. Simple sugar consumption was estimated by a dietary history interview, considering both added sugars and sugar present naturally in foods. Our study confirmed that polymorphisms in TAS1R2 and GLUT2 genes are related to DMFT index. In particular, GG homozygous individuals for rs3935570 in TAS1R2 gene (p value = 0.0117) and GG homozygous individuals for rs1499821 in GLUT2 gene (p value = 0.0273) showed higher DMFT levels compared to both heterozygous and homozygous for the alternative allele. Furthermore, while the relationship sugar intake–DMFT did not achieve statistical significance (p value = 0.075), a significant association was identified between sweet liking and DMFT (p value = 0.004), independent of other variables. Our study showed that sweet taste genetic factors contribute to caries prevalence and highlighted the role of sweet liking as a predictor of caries risk. Therefore, these results may open new perspectives for individual risk identification and implementation of target preventive strategies, such as identifying high-risk patients before caries development.

Electronic supplementary material

The online version of this article (doi:10.1007/s12263-015-0485-z) contains supplementary material, which is available to authorized users.     

Consumers' hedonic liking of different labeled and conventional food products in Slovenia

In recent years, like others in Europe, the Slovenian government has introduced national and European quality schemes and launched a campaign to inform consumers and boost demand for local products. Very few studies consider consumers' hedonic liking of different food products labeled with Protected Designation of Origin (PDO)/Protected Geographical Indication (PGI) indications. This study therefore aims to fill this research gap and identify whether information affects the hedonic liking of various typical Slovenian PDO/PGI‐labeled products compared to their alternative conventional food products, whether Slovenian consumers like different typical Slovenian PDO/PGI‐labeled food products relative to their conventional food products, and which food products they sensorically prefer. The study findings show consumer hedonic liking is identical for all PDO/PGI‐labeled regional products, yet their sensory preferences reveal some significant differences between the analyzed products by age, gender, and education. Accordingly, studies should employ different sensory analyses for different food products and not generalized consumer hedonic liking/preference based on just one food product.

Practical applications

The finding that consumers do not hold hedonic preferences for either PDO/PGI‐labeled or conventional products when both informed and blind has significant implications for the Slovenian government, the marketers of labeled products and consumer policy aiming to promote better labeled products. For transition countries like Slovenia that have recently introduced food products labeling meeting EU standard but have a relatively small food industry based on local ingredients, traditional recipes, and production methods, our findings reveal the need to extend and intensify promotion and communication activities that highlight the guaranteed quality and use of local ingredients to boost consumers' preferences for PDO/PGI‐labeled products like cheese, ham, and honey.