Sensory and normative external cues in the control of human food intake

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Explanations for the obesity epidemic often refer to environmental food cues as prominent contributors. Large portion sizes, access to highly palatable food, and pervasive advertising are among the most commonly cited causes of overeating. These environmental factors are "external" food or eating cues, which have been studied experimentally for 40 years. Some research has found that people respond powerfully to such external food cues, whereas other research has found that only certain types of people respond strongly. This confusing pattern has held back research in this area. The present research explores a new conceptualization of external food and eating cues, distinguishing between sensory and normative external cues. Sensory cues as aspects of the food itself that appeal to the senses (e.g., the attractive smell, appearance, or taste of food). Normative cues are aspects of the eating situation that suggest how much food it is appropriate to eat (e.g., portion size, beliefs about how much one has eaten recently). Close examination of the literature suggests that sensory cues have a particularly powerful effect on certain types of people (i.e., those who are overweight and/or dieting and/or hungry), whereas normative cues have a powerful effect on all types of people. The present research explores the proposed sensory-normative distinction, attempting to (a) confirm the notion that these two types of external cues affect people differently, (b) explore parametric variations among sensory cues, and (c) systematically survey the range of normative cues. This research promises to change our view of what external food and eating cues are and how they operate. This revised view may help us to better understand the factors that control people's food intake and will perhaps assist in understanding and combating the obesity epidemic.