Last Updated:
In an age where food imagery is omnipresent—on social media, in advertisements, and even in daily conversations—understanding how these visual cues shape our perceptions is vital
Seeing an appealing dish may prime us to find subsequent foods more attractive.
The images of food we encounter online, on social media, or through advertisements do more than just tempt us—they can shape our decisions in ways we might not even realize. Psychologists and clinical experts have shed light on how our brains respond to these visual stimuli and how these responses can influence not just individual food choices but also broader eating behaviors.
A Chain Reaction in Food Perception
Professor David Alais, School of Psychology, University of Sydney explains that our brain’s evaluation of food is not an isolated process but part of an interconnected chain of judgments. “Our brains are hard-wired to make evaluations within a context of what we have already seen,” he says. This phenomenon, known as serial dependence, means that our perception of one food item is subtly influenced by the judgment of the food we viewed immediately before it.
For instance, seeing an appealing dish may prime us to find subsequent foods more attractive. Conversely, a negative reaction to one image might make the next food item seem less appetizing than it would otherwise. “This ‘chain reaction’ reveals that our perception is interconnected rather than independent,” adds Professor Alais.
These findings have far-reaching implications. By understanding how prior food interactions influence subsequent choices, psychologists could design therapies to help individuals with eating disorders reshape their decision-making processes. Additionally, this knowledge could be leveraged in commercial food marketing. Food businesses might tailor their advertising strategies to capitalize on how serial dependence shapes consumer behavior, influencing what people find appealing.
Subliminal Perception and Food Cravings
Adding to this perspective, clinical psychologist Japneet Makkar highlights the role of subliminal perception in shaping food choices. “The idea behind subliminal perception is that even when we do not realize we are consuming information, our brain still catches the signal,” she explains. A well-known but controversial 1957 experiment demonstrated this principle, claiming that flashing phrases like “Order popcorn” or “Drink soda” increased sales despite viewers being unaware of seeing these prompts.
In today’s context, food images on menus or social media platforms act similarly, often triggering cravings without our conscious realization. Studies suggest that viewing food images activates parts of the brain associated with taste perception, specifically the gustatory cortex. “When we see food images, we recall information related to taste,” Makkar notes, explaining how this process can evoke powerful emotional and sensory associations.
For example, an image of a warm, homemade meal might remind someone of their family and past comforting experiences, prompting them to order something similar. “The human mind is brilliant at associating ideas,” she adds. Exposure to one thought can cascade into memories and preferences tied to past experiences.
Implications for Marketing and Mental Health
Together, these insights underscore the profound influence of food imagery on our psychology. While businesses can use this knowledge to craft more effective marketing campaigns, the potential applications extend beyond commerce. For individuals with eating disorders, therapies could be designed to reframe their responses to food images, helping them develop healthier eating habits and decision-making patterns.
In an age where food imagery is omnipresent—on social media, in advertisements, and even in daily conversations—understanding how these visual cues shape our perceptions is vital. As Professor Alais and Japneet Makkar highlight, these processes are a testament to the power of the human mind and its ability to connect, recall, and respond, often in ways we are only beginning to understand.
