Cross-modal effect of presenting food images on taste appetite

Abstract

We researched a method to objectively evaluate the presence of food images, for the purpose of applying it to digital signage. In this paper, we defined the presence of food images as a sensation that makes us recognize that food is there, and investigated the relationship between that recognition and the salivary secretion reaction. If saliva secretion can be detected by a non-invasive method, it may be possible to objectively estimate the presence of the viewer from the outside. Two kinds of experiments were conducted. STUDY 1 included presentations of popular cooking images, which portrayed a sense of deliciousness, and evaluated changes in the volume of saliva secretions and cerebral blood flow near the temples. STUDY 2 included comparisons of changes between presenting images only and images with corresponded smells. The images included scenes that introduced foods (i.e., almond pudding cake/bergamot orange) that were relatively simple, so that they did not induce the subjects themselves. As a result, we clarified the cross-modal effects that were closely related to sense of presence and salivation. Moreover, we clarified presentation of images with smells to improve one’s sense of presence, even though the images were relatively simple.