Is it possible to dissociate 'liking' and 'wanting' for foods in humans? A novel experimental procedure.
ABSTRACT Berridge's model (e.g. [Berridge KC. Food reward: Brain substrates of wanting and liking. Neurosci Biobehav Rev 1996;20:1-25.; Berridge KC, Robinson T E. Parsing reward. Trends Neurosci 2003;26:507-513.; Berridge KC. Motivation concepts in behavioral neuroscience. Physiol Behav 2004;81:179-209]) outlines the brain substrates thought to mediate food reward with distinct 'liking' (hedonic/affective) and 'wanting' (incentive salience/motivation) components. Understanding the dual aspects of food reward could throw light on food choice, appetite control and overconsumption. The present study reports the development of a procedure to measure these processes in humans. A computer-based paradigm was used to assess 'liking' (through pleasantness ratings) and 'wanting' (through forced-choice photographic procedure) for foods that varied in fat (high or low) and taste (savoury or sweet). 60 participants completed the program when hungry and after an ad libitum meal. Findings indicate a state (hungry-satiated)-dependent, partial dissociation between 'liking' and 'wanting' for generic food categories. In the hungry state, participants 'wanted' high-fat savoury>low-fat savoury with no corresponding difference in 'liking', and 'liked' high-fat sweet>low-fat sweet but did not differ in 'wanting' for these foods. In the satiated state, participants 'liked', but did not 'want', high-fat savoury>low-fat savoury, and 'wanted' but did not 'like' low-fat sweet>high-fat sweet. More differences in 'liking' and 'wanting' were observed when hungry than when satiated. This procedure provides the first step in proof of concept that 'liking' and 'wanting' can be dissociated in humans and can be further developed for foods varying along different dimensions. Other experimental procedures may also be devised to separate 'liking' and 'wanting'.
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ABSTRACT: In the context of a food purchasing environment filled with advertising and promotions, and an increased desire from policy makers to guide individuals towards choosing healthier foods, this study tests whether priming methods that use healthy food adverts to increase preference for healthier food generalize to a representative population. In two studies (Study 1 n= 143; Study 2 n=764), participants were randomly allocated to a prime condition, where they viewed fruit and vegetable advertisements, or a control condition, with no advertisements. A subsequent forced choice task assessed preference between fruits and other sweet snacks. Additional measures included current hunger and thirst, dietary restraint, age, gender, education and self-reported weight and height. In Study 1, hunger reduced preferences for fruits (OR (95% CI) = 0.38 (0.26 - 0.56), p < 0.0001), an effect countered by the prime (OR (95% CI) = 2.29 (1.33 - 3.96), p = 0.003). In Study 2, the effect of the prime did not generalize to a representative population. More educated participants, as used in Study 1, chose more fruit when hungry and primed (OR (95% CI) = 1.42 (1.13 - 1.79), p=0.003), while less educated participants' fruit choice was unaffected by hunger or the prime. This study provides preliminary evidence that the effects of adverts on healthy eating choices depend on key individual traits (education level) and states (hunger), do not generalize to a broader population and have the potential to increase health inequalities arising from food choice. Copyright © 2015. Published by Elsevier Ltd.Appetite 01/2015; · 2.52 Impact Factor
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ABSTRACT: A slow, gentle caress of the skin is a salient hedonic stimulus. Low threshold, unmyelinated C-tactile afferents fire preferentially to this type of touch, where slow (,1 cm/s) and fast (.10 cm/s) stroking velocities produce lower firing frequencies and are rated as less pleasant. The current aim was to investigate how the experience of tactile pleasantness changes with repeated exposure (satiety to touch). A further aim was to determine whether tactile satiety varied with different stroking velocities. The experimental paradigm used a controlled brush stroke to the forearm that was delivered repeatedly for ,50 minutes. In Experiment 1, brush strokes were administered at three different velocities (0.3 cm/s, 3 cm/s and 30 cm/s), which were presented in a pseudo-randomised order. In Experiment 2, brush strokes were applied using only one velocity (either 3 or 30 cm/s). After each stroke, the participants rated both subjective pleasantness (liking) and wanting (the wish to be further exposed to the same stimulus) for each tactile sensation. In Experiment 1, both pleasantness and wanting showed a small, but significant, decrease over repetitions during stroking at 3 cm/s only, where the mean values for pleasantness and wanting were similar. Conversely, slower (0.3 cm/s) and faster (30 cm/s) stroking showed no decrease in ratings over time, however pleasantness was rated higher than wanting. In Experiment 2, both pleasantness and wanting showed a significant decrease over repetitions for both applied velocities, with a larger decrease in ratings for stroking at 3 cm/s. In conclusion, satiety to touch occurred with a slow onset and progression, where pleasantness and wanting ratings to stroking at 3 cm/s were affected more than at the slower or faster velocities. Tactile satiety appears to differ compared to appetitive and olfactory satiety, because the hedonic and rewarding aspects of touch persist for some time. Copyright: ß 2014 Triscoli et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Data Availability: The authors confirm that all data underlying the findings are fully available without restriction. All relevant data are within the paper. Funding: This study was supported by the Swedish Research Council (grant 2011-1529). The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript. Competing Interests: The authors have declared that no competing interests exist.PLoS ONE 11/2014; 9(11):e113425. · 3.53 Impact Factor
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ABSTRACT: The aim of this study was to investigate whether food reward plays a role in the stimulating effect of moderate alcohol consumption on subsequent food intake. In addition, we explored the role of oral and gut sensory pathways in alcohol's effect on food reward by modified sham feeding (MSF) or consumption of a preload after alcohol intake. In a single-blind crossover design 24 healthy men were randomly assigned to either consumption of vodka/orange juice (20 g alcohol) or orange juice only, followed by consumption of cake, MSF of cake or no cake. Food reward was evaluated by actual food intake measured by an ad libitum lunch 45 min after alcohol ingestion and by behavioural indices of wanting and liking of four food categories (high fat, low fat, sweet and savoury). Moderate alcohol consumption increased food intake during the ad libitum lunch by 11% (+338 kJ, P = 0.004). Alcohol specifically increased intake (+127 kJ, P < 0.001) and explicit liking (P = 0.019) of high-fat savoury foods. Moreover, moderate alcohol consumption increased implicit wanting for savoury (P = 0.013) and decreased implicit wanting for sweet (P = 0.017) before the meal. Explicit wanting of low-fat savoury foods only was higher after alcohol followed by no cake as compared to after alcohol followed by cake MSF (P =0.009), but not as compared to alcohol followed by cake consumption (P = 0.082). Both cake MSF and cake consumption had no overall effect on behavioural indices of food reward. To conclude, moderate alcohol consumption increased subsequent food intake, specifically of high-fat savoury foods. This effect was related to the higher food reward experienced for savoury foods. The importance of oral and gut sensory signalling in alcohol's effect on food reward remains largely unclear. Copyright © 2015. Published by Elsevier Ltd.Appetite 01/2015; 89. · 2.52 Impact Factor