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Open AccessArticle

Cultural Moderation of Unconscious Hedonic Responses to Food

1
Kokoro Research Center, Kyoto University, 46 Shimoadachi, Sakyo, Kyoto 606-8501, Japan
2
Department of Experimental Psychology, Institute of Cognitive and Behavioural Neuroscience, SWPS University of Social Sciences and Humanities, 03-815 Warsaw, Poland
3
Bioimaging Research Center, Institute of Physiology and Pathology of Hearing, 02-042 Warsaw, Poland
*
Author to whom correspondence should be addressed.
Nutrients 2019, 11(11), 2832; https://doi.org/10.3390/nu11112832
Received: 21 August 2019 / Revised: 14 November 2019 / Accepted: 15 November 2019 / Published: 19 November 2019
Previous psychological studies have shown that images of food elicit hedonic responses, either consciously or unconsciously, and that participants’ cultural experiences moderate conscious hedonic ratings of food. However, whether cultural factors moderate unconscious hedonic responses to food remains unknown. We investigated this issue in Polish and Japanese participants using the subliminal affective priming paradigm. Images of international fast food and domestic Japanese food were presented subliminally as prime stimuli. Participants rated their preferences for the subsequently presented target ideographs. Participants also rated their preferences for supraliminally presented food images. In the subliminal rating task, Polish participants showed higher preference ratings for fast food primes than for Japanese food primes, whereas Japanese participants showed comparable preference ratings across these two conditions. In the supraliminal rating task, both Polish and Japanese participants reported comparable preferences for fast and Japanese food stimuli. These results suggest that cultural experiences moderate unconscious hedonic responses to food, which may not be detected based on explicit ratings. View Full-Text
Keywords: cross-cultural experiment; food; subliminal affective priming; Japanese food; Poland; unconscious emotional response cross-cultural experiment; food; subliminal affective priming; Japanese food; Poland; unconscious emotional response
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Sato, W.; Rymarczyk, K.; Minemoto, K.; Wojciechowski, J.; Hyniewska, S. Cultural Moderation of Unconscious Hedonic Responses to Food. Nutrients 2019, 11, 2832.

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