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Implicit measures of food experience
Organizers: Daisuke Kaneko (Kikkoman, the Netherlands), Alexander Toet (TNO, the Netherlands), Anne-Marie Brouwer (TNO, the Netherlands), and Jan van Erp (TNO, the Netherlands)
Description: Measuring food experience is typically done using verbal, ‘explicit’ measures such as questionnaires. For instance, people who view, taste or smell food are asked to rate what kinds of emotion the food elicits by checking boxes in front of a word describing an experience, or they rate on a scale how much they like it. While these methods provide valuable information, they focus on individuals’ conscious experience. Furthermore, they interfere with the experience itself and not reflect experience as it is under natural circumstances. We are interested in exploring implicit behavioral or physiological measures of food experience. The hope is that, together with explicit measures, these measures can aid in improved evaluation of food products and predicting food choice.