What Do You Want to Eat? Influence of Menu Description and Design on Consumer’s Mind: An fMRI Study
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Restaurant dishDesign dishDescriptionNeuromarketingEmotionPleasantfMRI
Gómez-Carmona, D.; Muñoz-Leiva, F.; Paramio, A.; Liébana-Cabanillas, F.; Cruces-Montes, S. What Do You Want to Eat? Influence of Menu Description and Design on Consumer’s Mind: An fMRI Study. Foods 2021, 10, 919. https://doi.org/10.3390/foods10050919
SponsorshipAndalusian R+D+I Research Programme (Grant No: B-SEJ209-UGR18, “Research in NeuroSOCOM”project); Project Programme of the University of Cádiz (Grant No: PR2017-039); Institute of Research and Development Social and Sustainability (INDESS)
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.