Does taste matter? How anticipation of cola brands influences gustatory processing in the brain
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Does taste matter? How anticipation of cola brands influences gustatory processing in the brain. / Kühn, Simone; Gallinat, Jürgen.
in: PLOS ONE, Jahrgang 8, Nr. 4, 01.01.2013, S. e61569.Publikationen: SCORING: Beitrag in Fachzeitschrift/Zeitung › SCORING: Zeitschriftenaufsatz › Forschung › Begutachtung
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TY - JOUR
T1 - Does taste matter? How anticipation of cola brands influences gustatory processing in the brain
AU - Kühn, Simone
AU - Gallinat, Jürgen
PY - 2013/1/1
Y1 - 2013/1/1
N2 - Brands surround us everywhere in daily life. Here we investigate the influences of brand cues on gustatory processing of the same beverage. Participants were led to believe that the brand that announced the administration of a Cola mixture provided correct information about the drink to come. We found stronger fMRI signal in right mOFC during weak compared to strong brand cues in a contrast of parametric modulation with subjective liking. When directly comparing the two strong brands cues, more activation in the right amygdala was found for Coca Cola cues compared with Pepsi Cola cues. During the taste phase the same beverage elicited stronger activation in left ventral striatum when it was previously announced by a strong compared with a weak brand. This effect was stronger in participants who drink Cola infrequently and might therefore point to a stronger reliance on brand cues in less experienced consumers. The present results reveal strong effects of brand labels on neural responses signalling reward.
AB - Brands surround us everywhere in daily life. Here we investigate the influences of brand cues on gustatory processing of the same beverage. Participants were led to believe that the brand that announced the administration of a Cola mixture provided correct information about the drink to come. We found stronger fMRI signal in right mOFC during weak compared to strong brand cues in a contrast of parametric modulation with subjective liking. When directly comparing the two strong brands cues, more activation in the right amygdala was found for Coca Cola cues compared with Pepsi Cola cues. During the taste phase the same beverage elicited stronger activation in left ventral striatum when it was previously announced by a strong compared with a weak brand. This effect was stronger in participants who drink Cola infrequently and might therefore point to a stronger reliance on brand cues in less experienced consumers. The present results reveal strong effects of brand labels on neural responses signalling reward.
KW - Adult
KW - Brain
KW - Carbonated Beverages
KW - Cues
KW - Female
KW - Humans
KW - Magnetic Resonance Imaging
KW - Male
KW - Middle Aged
KW - Taste
KW - Taste Perception
KW - Young Adult
U2 - 10.1371/journal.pone.0061569
DO - 10.1371/journal.pone.0061569
M3 - SCORING: Journal article
C2 - 23637857
VL - 8
SP - e61569
JO - PLOS ONE
JF - PLOS ONE
SN - 1932-6203
IS - 4
ER -