Zata Vickers Department of Food Science and Nutrition

is the pleasure one experiences when eating or using a product

Liking

Zata Vickers' presentation from INNOVA 2009

How we acquire liking

Innate likes/dislikes Learn consequences of eating Exposure Evaluative conditioning Flavor-Flavor Flavor-Hedonic value

Biological/Physiological

Social/Cultural

Relevance
Zata Vickers' presentation from INNOVA 2009 3

Biological/Physiological
Innate likes/dislikes Taste Likes Sweet Umami Salty
Learned consequences of eating

Photos from Steiner, J.E., 1974. Innate discriminative human facial expressions to taste and smell stimuli. Ann. N.Y. Ac. Sci., 237: 229233.
Zata Vickers' presentation from INNOVA 2009 4

Biological/Physiological
Innate likes/dislikes Dislikes Bitter Sour Irritants
Learned consequences of eating

Photos from Steiner, J.E., 1974. Innate discriminative human facial expressions to taste and smell stimuli. Ann. N.Y. Ac. Sci., 237: 229233.
Zata Vickers' presentation from INNOVA 2009 5

Prop taste intensity

.45

Vegetable Bitterness
-.20

Vegetable liking
From Dinehart et al. 2006. Physiology and Behavior 87, 304
.26

Vegetable intake Bitterness and sweetness explain 32% of liking

Biological/Physiological
Innate likes/dislikes Odors
None Learned consequences of eating

Textures

Difficult to control (slippery, dry, adhesive), Painful (rough/harsh/sharp)

Zata Vickers' presentation from INNOVA 2009

Biological/Physiological

Innate likes/dislikes

Learned consequences of eating

Learned Aversions Paired with nausea Only about have them

Zata Vickers' presentation from INNOVA 2009

Biological/Physiological

Innate likes/dislikes

Learned consequences of eating

Learned Likes

Calorie density e.g. Johnson and others 1991; More effective when hungry (e.g. Appleton and others 2006)

Zata Vickers' presentation from INNOVA 2009

Two yogurt drinks

high fat or low fat (220 or 110 kcal/serving) 2 flavors pumpkin and orange-chocolate
flavors balanced across fat contents

8 opportunities to eat each yogurt Before and after preferences for the 2 flavors.

From Johnson et al 1991, Physiology & Behavior 50 1245-1251

Zata Vickers' presentation from INNOVA 2009 10

Conditioned Preference for Energy Dense Beverage

1.5 Preference change 1 0.5 0 -0.5 -1

Hi Caloric Density Low Caloric Density

From Johnson et al 1991, Physiology & Behavior 50 1245-1251

Zata Vickers' presentation from INNOVA 2009

11

Social/Cultural
Exposure
Flavor-Flavor Flavor- Hedonic Value

Mere exposure Pliner, 1982

Zata Vickers' presentation from INNOVA 2009

12

4.6 4.6 Liking Liking 4.1 4.1 3.6 3.6 3.1 3.1 2.6 2.6 0 0 5 10 20 5 10 20 Number Number of of times times tasted tasted
Zata Vickers' presentation from INNOVA 2009

Immediately after exposure The next week

Immediately after exposure The next week

From Pliner, 1982

13

Social/Cultural
Evaluative Conditioning
Exposure Flavor-Flavor Flavor- Hedonic Value

Pair new flavor with a liked flavor

Zata Vickers' presentation from INNOVA 2009

14

All participants rated liking of a novel flavor 3 groups

1 paired flavor with sucrose 2 paired flavor with quinine 3 paired flavor with water

Re-rated liking of flavor

From Yeomans 2006 Physiology & Behavior 87 (4) 800-804

Zata Vickers' presentation from INNOVA 2009

15

Change in odor pleasantness

15 10 5 0 -5 -10 -15 -20 Sucrose Quinine Taste used in training

From Yeomans 2006 Physiology & Behavior 87 (4) 800-804 Zata Vickers' presentation from INNOVA 2009 16

Water

Social/Cultural
Exposure Flavor-Flavor Flavor- Hedonic Value

Pair new food with a liked person or social situation

Zata Vickers' presentation from INNOVA 2009

17

Flavor Hedonic Value

Effect of presentation context on preference for snack foods

Four groups of children:
Reward Non-contingent attention Non social Control - foods at snack time
From Birch et al 1980 Child Development 51: 856-861
Zata Vickers' presentation from INNOVA 2009

18

1 Position in preference order 2 3 4 5 6 0

Reward

6-weeks later

Weeks

10
Nonsocial

15
Familiarity Control

Noncontingent Attention

From Birch et al 1980 Child Development 51: 856-861

Zata Vickers' presentation from INNOVA 2009 19

Unconscious Affective Reactions to Happy vs. Angry Faces Influence Judgments of Value

Taste and Rate Drink

Happy or Angry Subliminal 16 msec

From: Winkielman, Berridge and Wilbarger,2005. Personality and Social Psychology Bulletin 31 (1) 121-135

Zata Vickers' presentation from INNOVA 2009

20

Means for

Thirsty

people

Happy faces produced willingness to pay more

Happy faces produced wanting for more beverage

From: Winkielman, Berridge and Wilbarger 2005. PSPB 31 (1) 121-135

Zata Vickers' presentation from INNOVA 2009 21

Physiological/Biological
Innately liked sensations? Learned consequences Exposure Evaluative Conditioning :
Flavor-Flavor Flavor-hedonic value

Social/Cultural (from Paul Rozins work)

Eat as a condiment with other liked foods Parents, older siblings, admired peers
Zata Vickers' presentation from INNOVA 2009 22

Relevance

Zata Vickers' presentation from INNOVA 2009

23

Relevance

Zata Vickers' presentation from INNOVA 2009

24

Because of individual variability we use large numbers of people to measure liking

Zata Vickers' presentation from INNOVA 2009

25

Because of individual experiences, we use current or potential users of the product

Zata Vickers' presentation from INNOVA 2009

26

Few homogenous participants + Happy moderator + Positive noncontingent attention = LIKING!

Zata Vickers' presentation from INNOVA 2009

27

Happy greeters may boost liking ratings

Zata Vickers' presentation from INNOVA 2009

28

Liking for a single product Neutral moderator

9 8 7 6 Liking 5 4 3 2 1 single product neutral moderator

Zata Vickers' presentation from INNOVA 2009

29

Liking for a single product neutral moderator vs. happy moderator

9 8 7 6 Liking 5 4 3 2 1 single product neutral moderator single product happy moderator

Zata Vickers' presentation from INNOVA 2009

30

Relative positioning is more stable than absolute level of liking

9 8 7 6 Liking 5 4 3 2 1 neutral moderator happy moderator yours competitors

Zata Vickers' presentation from INNOVA 2009

31

Physiological/Biological

Innately liked sensations Learned consequences

Social/Cultural Exposure Evaluative Conditioning : Flavor-Flavor Flavor-hedonic value

Does it make sense to ask people why they like something

Zata Vickers' presentation from INNOVA 2009 32