@misc{10481/68490,
year = {2021},
url = {http://hdl.handle.net/10481/68490},
abstract = {The main objective of this research was to analyse the active regions when processing dishes
with a pleasant (vs. unpleasant) design and the effect of the previously read rational (vs. emotional)
description when visualising the dish. The functional magnetic resonance image technique was
used for the study. The results showed that participants who visualised pleasant vs. unpleasant
dishes became active in several domains (e.g., attention, cognition and reward). On the other side,
visualisation of unpleasant dishes activated stronger regions linked to inhibition, rejection, and
related ambiguity. We found that subjects who read rational descriptions when visualising pleasant
dishes activated regions related to congruence integration, while subjects who visualised emotional
descriptions showed an increased neuronal response to pleasant dishes in the regions related to
memory, emotion and congruence.},
organization = {Andalusian R+D+I Research Programme (Grant No: B-SEJ209-UGR18, “Research in NeuroSOCOM”project)},
organization = {Project Programme of the University of Cádiz (Grant
No: PR2017-039)},
organization = {Institute of Research and Development Social and Sustainability (INDESS)},
publisher = {MDPI},
keywords = {Restaurant dish},
keywords = {Design dish},
keywords = {Description},
keywords = {Neuromarketing},
keywords = {Emotion},
keywords = {Pleasant},
keywords = {fMRI},
title = {What Do You Want to Eat? Influence of Menu Description and Design on Consumer’s Mind: An fMRI Study},
doi = {10.3390/foods10050919},
author = {Gómez Carmona, Diego and Muñoz Leiva, Francisco and Liébana Cabanillas, Francisco José},
}