Retrieval of taste preference triggered by visual stimulus: An ERP/sLORETA study

[Speaker] Tsuji, Koki:1
[Co-author] Shibata, Midori:2, Sato, Arisa:1, Umeda, Satoshi:3
1:Graduate School of Human Relations, Keio Univ. (Japan), 2:Keio Advanced Research Center, Keio University (Japan), 3:Department of Psychology, Keio University (Japan)

The present study aims to investigate the preference-related brain activity for taste evaluation using the event-related potentials and standardized low resolution brain electromagnetic tomography analysis (sLORETA). In the tasting phase, three kinds of orange juice were served to the participants asking them both to keep the taste of those orange juice in mind and to stick simply shaped labels A, B, and C on the cups according to their preference order. In the recording phase, the photos of the three cups labeled in the preceding phase were presented and the participants were requested to recall the taste of the juice while the photo was being presented. As a result, sLORETA revealed stronger activation for C vs. A in precuneus area, a part of the default mode network. This result suggested that taste retrieval of preferred juice (A) requires more deliberate and integrative processes than retrieval of less-preferred one (C).
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