Yinqiang Yu

Abstract The effects of both food temperature and ambient temperature have recently been studied in the context of food marketing and decision-making. However, despite the dominant role of culture-based metaphorical temperature, a characteristic rooted in traditional food culture, in shaping food preferences in many regions (e.g., Southeast Asia), its impact has been overlooked in previous research.

Abstract In today’s market, mystery boxes (where the contents are uncertain) introduce uncertainty concerning the outcome, offering the consumer the chance to receive one of several possible foods. However, the role of uncertainty-of-outcome induced in food preference is unclear. This research investigated how uncertainty-of-outcome affects food preference for high- versus low-calorie food products, and its cognitive and neural mechanisms.