What Do You Want to Eat? Influence of Menu Description and Design on Consumer’s Mind: An fMRI Study Gómez Carmona, Diego Muñoz Leiva, Francisco Liébana Cabanillas, Francisco José Restaurant dish Design dish Description Neuromarketing Emotion Pleasant fMRI 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. 2021-05-12T10:10:38Z 2021-05-12T10:10:38Z 2021 info:eu-repo/semantics/article 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 http://hdl.handle.net/10481/68490 10.3390/foods10050919 eng http://creativecommons.org/licenses/by/3.0/es/ info:eu-repo/semantics/openAccess Atribución 3.0 España MDPI