Effects of social sustainability signaling on neural valuation signals and taste-experience of food products.
Effects of social sustainability signaling on neural valuation signals and taste-experience of food products.
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DOI：
10.3389/fnbeh.2015.00247
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发表时间：
2015
影响因子：
3
通讯作者：
Weber B
中科院分区：
文献类型：
--
作者：
Enax L;Krapp V;Piehl A;Weber B
基于价值的决策发生在个体在不同的备选方案之间进行选择，并对每个备选方案及其属性进行评估。营销活动经常操纵产品属性，例如，包装上的健康声明。先前的一项成像研究发现，有机产品的标志增加了支付意愿（WTP）和腹侧纹状体（VS）的活动。目前的研究调查了神经和行为过程的影响，公平贸易（FT）标签对食品评价和选择。对许多消费者来说，可持续性是一个重要的产品属性，FT信号是强调道德可持续生产的一种方式。40名参与者在MRI扫描仪中评估了带有FT标志或没有标志的产品，并在投标任务中陈述了他们的WTP。在那之后，参与者品尝了客观上相同的巧克力，无论是“FT”还是“常规生产”。在功能磁共振成像任务，支付意愿显着较高的FT产品。FT标记增加了奖励处理和显着性的重要区域，即在VS，前扣带回和后扣带回，以及上级额回的活动。主观价值，即WTP与腹内侧前额叶皮层（vmPFC）的活动相关。我们发现，前扣带回，VS和上级额回表现出任务相关的功能连接到vmPFC的增加时，FT产品进行了评价。有效的连通性分析显示，这三个地区的vmPFC极有可能直接调制，这表明一个网络，改变估值过程。我们还发现了一个显着的味道安慰剂效应，具有较高的经验丰富的口味愉快和强度的FT标记的巧克力。我们的研究结果揭示了一个可能的神经机制认证食品的估值过程。研究结果对于了解当前的市场趋势以及设计旨在积极影响食品选择的未来干预措施非常重要。
Value-based decision making occurs when individuals choose between different alternatives and place a value on each alternative and its attributes. Marketing actions frequently manipulate product attributes, by adding, e.g., health claims on the packaging. A previous imaging study found that an emblem for organic products increased willingness to pay (WTP) and activity in the ventral striatum (VS). The current study investigated neural and behavioral processes underlying the influence of Fair Trade (FT) labeling on food valuation and choice. Sustainability is an important product attribute for many consumers, with FT signals being one way to highlight ethically sustainable production. Forty participants valuated products in combination with an FT emblem or no emblem and stated their WTP in a bidding task while in an MRI scanner. After that, participants tasted—objectively identical—chocolates, presented either as “FT” or as “conventionally produced”. In the fMRI task, WTP was significantly higher for FT products. FT labeling increased activity in regions important for reward-processing and salience, that is, in the VS, anterior and posterior cingulate, as well as superior frontal gyrus. Subjective value, that is, WTP was correlated with activity in the ventromedial prefrontal cortex (vmPFC). We find that the anterior cingulate, VS and superior frontal gyrus exhibit task-related increases in functional connectivity to the vmPFC when an FT product was evaluated. Effective connectivity analyses revealed a highly probable directed modulation of the vmPFC by those three regions, suggesting a network which alters valuation processes. We also found a significant taste-placebo effect, with higher experienced taste pleasantness and intensity for FT labeled chocolates. Our results reveal a possible neural mechanism underlying valuation processes of certified food products. The results are important in light of understanding current marketing trends as well as designing future interventions that aim at positively influencing food choice.