This study investigated how repeated exposure to food-related sensory cues, varying in taste type (sweet vs. sour) and modality (visual vs. olfactory), influences appetite and liking responses. A total of 234 participants were randomly assigned to one of three groups, exposed to neutral (water, n = 81), sweet (chocolate milk, n = 76), or sour (lemonade, n = 77) cues across eight sessions. At each session, participants rated food wanting, liking, general appetite and cravings for sweetness, sourness, saltiness, bitterness, and spiciness. Initial exposures to sweet and sour cues increased wanting and liking for the target foods and elevated cravings for the corresponding taste. However, repeated exposure resulted in satiation effects. Neutral cues showed no priming effect and even reduced appetite with repetition. General appetite increased initially but later stabilized with sweet and sour cues, whereas repeated exposure to neutral cues resulted in a consistent decline. Notably, cue effects extended beyond the targeted taste domains: repeated sweet cues increased cravings for bitterness, while sour cues significantly decreased cravings for spiciness over time. Visual cues had a more pronounced influence than olfactory cues, specifically in stimulus wanting and liking, general appetite, and cravings for sweetness and saltiness. These findings suggest that both sweet and sour sensory cues can modulate not only appetite for the targeted food but also for other foods with shared or differing sensory features. The results highlight the importance of cue type, sensory modality, and exposure frequency in shaping appetite and suggest potential applications for targeted appetite regulation strategies.
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