Reading Food Experiences from the Face: Effects of Familiarity and Branding of Soy Sauce on Facial Expressions and Video-Based RPPG Heart Rate.

Food experiences are not only driven by the food's intrinsic properties, such as its taste, texture, and aroma, but also by extrinsic properties such as visual brand information and the consumers' previous experiences with the foods. Recent developments in automated facial expression analysis and heart rate detection based on skin color changes (remote photoplethysmography or RPPG) allow for the monitoring of food experiences based on video images of the face. RPPG offers the possibility of large-scale non-laboratory and web-based testing of food products. In this study, results from the video-based analysis were compared to the more conventional tests (scores of valence and arousal using Emojis and photoplethysmography heart rate (PPG)). Forty participants with varying degrees of familiarity with soy sauce were presented with samples of rice and three commercial soy sauces with and without brand information. The results showed that (1) liking and arousal were affected primarily by the specific tastes, but not by branding and familiarity. In contrast, facial expressions were affected by branding and familiarity, and to a lesser degree by specific tastes. (2) RPPG heart rate and PPG both showed effects of branding and familiarity. However, RPPG heart rate needs further development because it underestimated the heart rate compared to PPG and was less sensitive to changes over time and with activity (viewing of brand information and tasting). In conclusion, this study suggests that recording of facial expressions and heart rates may no longer be limited to laboratories but can be done remotely using video images, which offers opportunities for large-scale testing in consumer science.

Some insights into the development of food and brand familiarity: The case of soy sauce in the Netherlands.

With the increasing globalization, new unfamiliar flavors gradually find their way into local Western cuisines. The mechanisms behind the successful integration of novel flavors into local cuisines are largely unknown. This study investigates the effects of frequency of soy sauce use, levels of food neophobia, and brand specificity on liking of a relatively unknown flavor in the Netherlands, soy sauce. A total of eighty-nine (26 men and 63 women; mean age 47.5 ± 17.7 years) high- and low-frequency users of soy sauce rated liking of five soy sauces separately presented with and without branding information. Liking of four soy sauces with the typical salty and savory flavor increased with increasing frequency of use, and with decreasing levels of food neophobia. Another soy sauce with additives resulting in a distinctive taste was liked irrespective of the frequency of use. Soy sauces, which were recognized correctly or incorrectly as the participants' own familiar brand, received 50% higher or lower liking ratings than other soy sauces, respectively. Furthermore, users of one of the brands preferred the taste of their own brand over that of other brands, whereas users of the other brands did not show such specificity, indicating clear differences in specificity of liking soy sauce among the various user groups. This study provides insights into consumer liking and preference of semi-familiar foods, revealing the contribution of consumer traits and brand familiarity that may influence the spread of unfamiliar foods.

Effect of Branding and Familiarity of Soy Sauces on Valence and Arousal as Determined by Facial Expressions, Physiological Measures, Emojis, and Ratings.

Food experiences can be summarized along two main dimensions: valence and arousal, which can be measured explicitly with subjective ratings or implicitly with physiological and behavioral measures. Food experiences are not only driven by the food's intrinsic properties, such as its taste, texture, and aroma, but also by extrinsic properties such as brand information and the consumers' previous experiences with the foods. In this study, valence and arousal to intrinsic and extrinsic properties of soy sauce were measured in consumers that varied in their previous experience with soy sauce, using a combination of explicit (scores and emojis), implicit (heart rate and skin conductance), and behavioral measures (facial expressions). Forty participants, high- and low-frequency users, were presented with samples of rice and three commercial soy sauces without and with brand information that either matched or non-matched the taste of the soy sauce. In general, skin conductance and facial expressions showed relatively low arousal during exposure to the brand name and again lowest arousal during tasting. Heart rate was lowest during exposure to the brand name and increased during tasting probably resulting from the motor activity during chewing. Furthermore, the results showed that explicit liking and arousal scores were primarily affected by the taste of the specific soy sauce and by the participants' previous experience with soy sauces. These scores were not affected by branding information. In contrast, facial expressions, skin conductance, and heart rate were primarily affected by (1) the participants' level of experience with soy sauce, (2) whether or not branding information was provided, and (3) whether or not the branding information matched with the taste. In conclusion, this study suggests that liking scores may be most sensitive to the food's intrinsic taste properties, whereas implicit measures and facial expressions may be most sensitive to extrinsic properties such as brand information. All measures were affected by the consumers' previous food experiences.

CROCUFID: A Cross-Cultural Food Image Database for Research on Food Elicited Affective Responses.

We present CROCUFID: a CROss-CUltural Food Image Database that currently contains 840 images, including 479 food images with detailed metadata and 165 images of non-food items. The database includes images of sweet, savory, natural, and processed food from Western and Asian cuisines. To create sufficient variability in valence and arousal we included images of food with different degrees of appetitiveness (fresh, unfamiliar, molded or rotten, spoiled, and partly consumed). We used a standardized photographing protocol, resulting in high resolution images depicting all food items on a standard background (a white plate), seen from a fixed viewing (45°) angle. CROCUFID is freely available under the CC-By Attribution 4.0 International license and hosted on the OSF repository. The advantages of the CROCUFID database over other databases are its (1) free availability, (2) full coverage of the valence - arousal space, (3) use of standardized recording methods, (4) inclusion of multiple cuisines and unfamiliar foods, (5) availability of normative and demographic data, (6) high image quality and (7) capability to support future (e.g., virtual and augmented reality) applications. Individuals from the United Kingdom (N = 266), North-America (N = 275), and Japan (N = 264) provided normative ratings of valence, arousal, perceived healthiness, and desire-to-eat using visual analog scales (VAS). In addition, for each image we computed 17 characteristics that are known to influence affective observer responses (e.g., texture, regularity, complexity, and colorfulness). Significant differences between groups and significant correlations between image characteristics and normative ratings were in accordance with previous research, indicating the validity of CROCUFID. We expect that CROCUFID will facilitate comparability across studies and advance experimental research on the determinants of food-elicited emotions. We plan to extend CROCUFID in the future with images of food from a wide range of different cuisines and with non-food images (for applications in for instance neuro-physiological studies). We invite researchers from all parts of the world to contribute to this effort by creating similar image sets that can be linked to this collection, so that CROCUFID will grow into a truly multicultural food database.

EmojiGrid: A 2D pictorial scale for cross-cultural emotion assessment of negatively and positively valenced food.

Because of the globalization of world food markets there is a growing need for valid and language independent self-assessment tools to measure food-related emotions. We recently introduced the EmojiGrid as a language-independent, graphical affective self-report tool. The EmojiGrid is a Cartesian grid that is labeled with facial icons (emoji) expressing different degrees of valence and arousal. Users can report their subjective ratings of valence and arousal by marking the location on the area of the grid that corresponds to the emoji that best represent their affective state when perceiving a given food or beverage. In a previous study we found that the EmojiGrid is robust, self-explaining and intuitive: valence and arousal ratings were independent of framing and verbal instructions. This suggests that the EmojiGrid may be a valuable tool for cross-cultural studies. To test this hypothesis, we performed an online experiment in which respondents from Germany (GE), Japan (JP), the Netherlands (NL) and the United Kingdom (UK) rated valence and arousal for 60 different food images (covering a large part of the affective space) using the EmojiGrid. The results show that the nomothetic relation between valence and arousal has the well-known U-shape for all groups. The European groups (GE, NL and UK) closely agree in their overall rating behavior. Compared to the European groups, the Japanese group systematically gave lower mean arousal ratings to low valenced images and lower mean valence ratings to high valenced images. These results agree with known cultural response characteristics. We conclude that the EmojiGrid is potentially a valid and language-independent affective self-report tool for cross-cultural research on food-related emotions. It reliably reproduces the familiar nomothetic U-shaped relation between valence and arousal across cultures, with shape variations reflecting established cultural characteristics.

EmojiGrid: A 2D Pictorial Scale for the Assessment of Food Elicited Emotions.

Research on food experience is typically challenged by the way questions are worded. We therefore developed the EmojiGrid: a graphical (language-independent) intuitive self-report tool to measure food-related valence and arousal. In a first experiment participants rated the valence and the arousing quality of 60 food images, using either the EmojiGrid or two independent visual analog scales (VAS). The valence ratings obtained with both tools strongly agree. However, the arousal ratings only agree for pleasant food items, but not for unpleasant ones. Furthermore, the results obtained with the EmojiGrid show the typical universal U-shaped relation between the mean valence and arousal that is commonly observed for a wide range of (visual, auditory, tactile, olfactory) affective stimuli, while the VAS tool yields a positive linear association between valence and arousal. We hypothesized that this disagreement reflects a lack of proper understanding of the arousal concept in the VAS condition. In a second experiment we attempted to clarify the arousal concept by asking participants to rate the valence and intensity of the taste associated with the perceived food items. After this adjustment the VAS and EmojiGrid yielded similar valence and arousal ratings (both showing the universal U-shaped relation between the valence and arousal). A comparison with the results from the first experiment showed that VAS arousal ratings strongly depended on the actual wording used, while EmojiGrid ratings were not affected by the framing of the associated question. This suggests that the EmojiGrid is largely self-explaining and intuitive. To test this hypothesis, we performed a third experiment in which participants rated food images using the EmojiGrid without an associated question, and we compared the results to those of the first two experiments. The EmojiGrid ratings obtained in all three experiments closely agree. We conclude that the EmojiGrid appears to be a valid and intuitive affective self-report tool that does not rely on written instructions and that can efficiently be used to measure food-related emotions.

Catecholamines Facilitate Fuel Expenditure and Protect Against Obesity via a Novel Network of the Gut-Brain Axis in Transcription Factor Skn-1-deficient Mice.

Taste signals and nutrient stimuli sensed by the gastrointestinal tract are transmitted to the brain to regulate feeding behavior and energy homeostasis. This system is referred to as the gut-brain axis. Here we show that both brush cells and type II taste cells are eliminated in the gastrointestinal tract of transcription factor Skn-1 knockout (KO) mice. Despite unaltered food intake, Skn-1 KO mice have reduced body weight with lower body fat due to increased energy expenditure. In this model, 24-h urinary excretion of catecholamines was significantly elevated, accompanied by increased fatty acid ß-oxidation and fuel dissipation in skeletal muscle and impaired insulin secretion driven by glucose. These results suggest the existence of brain-mediated energy homeostatic pathways originating from brush cells and type II taste cells in the gastrointestinal tract and ending in peripheral tissues, including the adrenal glands. The discovery of food-derived factors that regulate these cells may open new avenues the treatment of obesity and diabetes. RESEARCH CONTEXT: Taste signals and nutrient stimuli sensed by the gastrointestinal tract are transmitted to the brain to regulate feeding behavior and energy homeostasis along the gut-brain axis. We propose the concept that taste-receiving cells in the oral cavity and/or food-borne chemicals-receiving brush cells in the gut are involved in regulation of the body weight and adiposity via the brain. The discovery of food-derived factors that regulate these cells may open new avenues for the treatment of obesity and diabetes.

Nuclear receptor-mediated alleviation of alcoholic fatty liver by polyphenols contained in alcoholic beverages.

To elucidate the effect of the polyphenols contained in alcoholic beverages on the metabolic stress induced by ethanol consumption, four groups of mice were fed for five weeks on Lieber's diet with or without ethanol, with ethanol plus ellagic acid, and with ethanol plus trans-resveratrol. Alcoholic fatty liver was observed in the group fed the ethanol diet but not in those fed the ethanol plus polyphenol diets. Liver transcriptome analysis revealed that the addition of the polyphenols suppressed the expression of the genes related to cell stress that were up-regulated by ethanol alone. Conversely, the polyphenols up-regulated the genes involved in bile acid synthesis, unsaturated fatty acid elongation, and tetrahydrofolate synthesis that were down-regulated by ethanol alone. Because parts of these genes were known to be regulated by the constitutive androstane receptor (CAR), we performed the same experiment in the CAR-deficient mice. As a result, fatty liver was observed not only in the ethanol group but also with the ethanol plus polyphenol groups. In addition, there was no segregation of the gene expression profiles among these groups. These results provide a molecular basis for the prevention of alcohol-induced stress by the polyphenols in alcoholic beverages.

Hepatic oxidoreduction-related genes are upregulated by administration of hydrogen-saturated drinking water.

The effects of the administration of molecular hydrogen-saturated drinking water (hydrogen water) on hepatic gene expression were investigated in rats. Using DNA microarrays, 548 upregulated and 695 downregulated genes were detected in the liver after 4 weeks of administration of hydrogen water. Gene Ontology analysis revealed that genes for oxidoreduction-related proteins, including hydroxymethylglutaryl CoA reductase, were significantly enriched in the upregulated genes.

Hepatic gene expression of the insulin signaling pathway is altered by administration of persimmon peel extract: a DNA microarray study using type 2 diabetic Goto-Kakizaki rats.

Persimmon (Diospyros kaki) is a very popular fruit in East Asian countries, but its peels are not consumed despite the fact that they contain many antioxidants such as carotenoids and polyphenols. We prepared a fat-soluble extract from persimmon peel (PP) and fed type 2 diabetic Goto-Kakizaki (GK) rats an AIN-93G rodent diet supplemented with persimmon peel extract (PP diet) for 12 weeks. Compared with the control AIN-93G diet, the PP diet significantly reduced plasma glutamic-pyruvate transaminase activity, with accumulation of ß-cryptoxanthin in the liver. DNA microarray analysis revealed that the PP diet altered hepatic gene expression profiles. In particular, expression of insulin signaling pathway-related genes was significantly enriched in differentially expressed gene sets. Moreover, Western blotting analysis showed an increase in insulin receptor beta tyrosine phosphorylation in rats fed the PP diet. These data suggest that the PP diet improves insulin resistance in GK rats.

The hepatic genes for immunoproteasome are upregulated by refeeding after fasting in the rat.

Considering that animals maintain energy homeostasis in response to nutrient levels, experiments were done to elucidate the temporal effects of refeeding after fasting on gene expression profiles in the rat liver. Using DNA microarray technology, we first compared gene expression profiles in the livers of rats allowed to feed for 6 h after fasting for 18 h and those in 24-h fasting rats, and found that the expression levels of energy metabolism-related genes in the two groups were different. In addition, refeeding induced upregulation of the genes encoding immunoproteasome components. Finally, immunoblot analysis confirmed changes in protein levels, suggesting that refeeding after fasting enhanced immune function.