Developing a novel indirect measure of food liking based on approach-avoidance motivations

Abstract

In two experiments we tested a novel indirect measure of liking based on approach-avoidance behaviour. People approach positive stimuli quicker than they approach negative ones. Based on this principle, we hypothesised that people would be quicker to pick-up (approach) positive drinks compared to negative drinks. In both experiments participants were exposed to drinks of different valences. In Experiment 1 we used basic taste stimuli (sugar, salt, and bitter solution). In Experiment 2 we used positive, neutral and negative flavoured drinks. We measured drink pick-up latencies, length of time the drinks were held for, amount consumed, and self-reported liking ratings. In both experiments participants were quicker to pick-up positive drinks than the negative drinks. Participants also provided more positive evaluations and consumed greater amounts of the positive valence drinks compared to the negative drink. There was however no effect of valence on the time the drink was held for. Drink pick-up latencies did not correlate with self-reported liking suggesting the two measures are sensitive to different aspects of liking. We suggest drink pick-up latencies can be used as a naturalistic indirect measure of liking for real food stimuli, which may tap into a different dimension of liking than self-report measures.