EEG correlates of perceived food product similarity in a cross-modal taste-visual task

The most common tools to understand perception of food products are hall tests, surveys and observations. However, these approaches require large samples to get reliable results and they are rather costly and time-consuming. Furthermore, they are also highly expert-dependent and rely on the assumption that study participants can express their preferences consciously and explicitly. In our paper, we suggest an electroencephalography-based (EEG) approach to evaluate perceived product similarity in a cross-modal taste-visual task. We tested two potential neurometrics measured from Fz electrode: the amplitude of the N400-like evoked response potentials (ERP) and the power of induced gamma oscillations during 400–600 ms period after visual stimulus presentation. Both metrics showed a strong correlation with the perceived similarity scores at both individual and group levels; however, N400-like amplitude had greater inter-subject variability making it less suitable for practical applications. The results based on the power of induced gamma oscillations (N = 18) could be compared to traditional hall-tests (N = 200) and may potentially reveal subtle differences in food perception that can not be captured in the hall-tests.