The enhancement of appetite through the use of colored light in case of a cake: Preliminary evidence from event‐related potentials

Abstract

AbstractAppetites are strongly affected by the color of the food and it has been found that different colors can affect the brain reflexes that impact the appetite. In this study, event‐related potential was used as a measurement tool to detect brain wave responses to assess foods under different colors of light, and to compare the appetite performance of participants. The food samples were captured under incandescent lights and colored lights (red and green lights under 5200 K). The incandescent lights were divided into the differential color temperature (2700, 4000, 6500 and 7500 K). Seventeen participants were invited to the experiment. The event‐related potential results showed that the warm incandescent light (4000 K) significantly increased appetite. Moreover, the red light enhances the late positive component amplitude and enhances the consumer's visual attraction and impression. The conclusions showed that the color of lighting can affect consumers' emotions, behaviors, psychology, and even appetite, and preliminary scientific evidence has been obtained from event‐related potential.