4CB
Cognitive Common Currency or Contextual Bargaining ? A new model for food preferences
| Coordinatore | UNIVERSITY OF LONDON
Organization address
address: "Malet Street, Senate House" contact info |
| Nazionalità Coordinatore | United Kingdom [UK] |
| Totale costo | 192˙349 € |
| EC contributo | 192˙349 € |
| Programma | FP7-PEOPLE
Specific programme "People" implementing the Seventh Framework Programme of the European Community for research, technological development and demonstration activities (2007 to 2013) |
| Code Call | FP7-PEOPLE-2010-IEF |
| Funding Scheme | MC-IEF |
| Anno di inizio | 2011 |
| Periodo (anno-mese-giorno) | 2011-06-01 - 2013-05-31 |
Partecipanti
| # | ||||
|---|---|---|---|---|
| 1 |
UNIVERSITY OF LONDON
Organization address
address: "Malet Street, Senate House" contact info |
UK (LONDON) | coordinator | 192˙349.60 |
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Obiettivo del progetto (Objective)
'Research has for long focused on what people choose, not how they choose. In the domain of food choices, like elsewhere, the dominant model is that preferences are comparative judgments between quantities of sensory pleasure. Significant development lately in the cognitive neurosciences on the many roles of hedonic systems in choices and behavior have put pressures on this classical ‘common currency’ (Cabanac,1992) model of decisions. They stress the variety of low-level, automatic, sub-personal influences bearing on food choices, and show that behaviour can be ‘nudged’ in context (Thaler & Susstein, 2008). This still doesn’t address the nature and the role played by food preferences at the conscious, personal level. The objective is to provide such a model. The timely interdisciplinary methodology draws on cognitive sciences and philosophical models of the mind, advancing bridging the gap between the study of evaluative and perceptual processes. Guided by recent models in multi-modal flavour perception (Auvray &Spence, 2007), 4CB defends a model of contextual bargaining for food choices. It combines conceptual and experimental approaches, and is set up in the interdisciplinary Center for the Study of the Senses. It defends and puts to test two key proposals by distinguishing different kinds of preferences (contextual/automatic/reflective) and contextual influences on them (multisensory context and cognitive context of consumption). Consequences for the wider concept of ‘preferences’ and impact on heath and food policies are integral to the project.'
Descrizione progetto (Article)
Against this background, European researchers have highlighted interesting elements to be considered when studying consumer behaviour. The 'Cognitive common currency or contextual bargaining ? A new model for food preferences' (4CB) project, funded by the EU, posed a set of questions related to the context of food consumption. These questions ask: 'Which variables should be included as contextual?', 'How do the variables interact?', and 'How can contextual influences be studied using controlled laboratory protocols?'
A novel approach was adopted to provide answers, with 4CB combining cognitive neuroscience, experimental psychology and fundamental conceptual approaches.
Project members demonstrated a series of correspondences relating to sounds and odours, shapes and tastes, and shapes and flavours. For example, a product that has a bitter taste is usually congruent with angular rather than rounded shapes.
Research in this area of cross-modal congruence (correspondences) bridged gaps by investigating the behavioural, cognitive and emotional effects of these correspondences in other modalities.
Findings challenge the clear divide between low-level perceptual or emotional influences and high-level cognitive influences (cultural background and expectations regarding specific products, for example). An example of the first influence would be the fact that heat and thirst increase drinking behaviour.
The outcomes and knowledge contributed by 4CB offer the potential to guide behaviour (so-called nudging). Contacts have been made with several companies interested in exploiting this possibility.