Role of sensory and cognitive information in the enhancement of certainty and liking for novel and familiar foods.

Expected and actual liking for novel and familiar foods were examined under various conditions of sensory and verbal information with 121 subjects who differed in food neophobia. The possible mediating roles of uncertainty about product identity and resemblance to familiar foods were also investigated. Subjects were divided into three verbal information groups (no information; product name; ingredient and use information) balanced for neophobia, age and gender. All groups rated test samples under three sensory conditions: (1) appearance only, (2) appearance and smell and (3) appearance, smell and taste. Neophilics rated novel foods more favorably than did neophobics. Accumulating sensory experience (appearance, smell, taste) decreased liking for novel foods but increased liking for familiar foods. Verbal information generally increased liking for all samples. Liking and certainty of product identity were curvilinearly related for novel foods, but linearly related for familiar foods. Liking for products judged to closely resemble the test product predicted up to 64% of the variability in expected and actual liking. Eight weeks later, subjects rated one of the two novel foods higher than in the first exposure, but no other exposure effects were observed. Our data suggest that information (possibly via reduced uncertainty), resemblance to more familiar foods, and exposure contribute to reducing initially negative responses to novel foods; furthermore, neophobia decreases liking for novel foods similarly at all levels of sensory input (visual, smell and taste).