Previous research suggested a role of gaze in preference formation, not merely as an expression of preference, but also as a causal influence. According to the gaze cascade hypothesis, the longer subjects look at an item, the more likely they are to develop a preference for it. However, to date the connection between viewing and liking has been investigated predominately with self-paced viewing conditions in which the subjects were required to select certain items from simultaneously presented stimuli on the basis (...) of perceived visual attractiveness. Such conditions might promote a default, but non-mandatory connection between viewing and liking. To explore whether the connection is separable, we examined the evaluative processing of single naturalistic food images in a 2 x 2 design, conducted completely within subjects, in which we varied both the type of exposure (self-paced versus time-controlled) and the type of evaluation (non-exclusive versus exclusive). In the self-paced exclusive evaluation, longer viewing was associated with a higher likelihood of a positive evaluation. However, in the self-paced non-exclusive evaluation, the trend reversed such that longer viewing durations were associated with lesser ratings. Furthermore, in the time-controlled tasks, both with non-exclusive and exclusive evaluation, there was no significant relationship between the viewing duration and the evaluation. The overall pattern of results was consistent for viewing times measured in terms of exposure duration (i.e., the duration of stimulus presentation on the screen) and in terms of actual gaze duration (i.e., the amount of time the subject effectively gazed at the stimulus on the screen). The data indicated that viewing does not intrinsically lead to a higher evaluation when evaluating single food images; instead, the relationship between viewing duration and evaluation depends on the type of task. We suggest that self-determination of exposure duration may be a prerequisite for any influence from viewing time on evaluative processing, regardless of whether the influence is facilitative. Moreover, the purported facilitative link between viewing and liking appears to be limited to exclusive evaluation, when only a restricted number of items can be included in a chosen set. (shrink)

In previous research on the evaluation of food images, we found that appetitive food images were rated higher following a positive prediction than following a negative prediction, and vice versa for aversive food images. The findings suggested an active confirmation bias. Here, we examine whether this influence from prediction depends on the evaluative polarization of the food images. Specifically, we divided the set of food images into "strong" and "mild" images by how polarized (i.e., extreme) their average ratings were across (...) all conditions. With respect to the influence from prediction, we raise two alternative hypotheses. According to a predictive dissonance hypothesis, the larger the discrepancy between prediction and outcome, the stronger the active inference toward accommodating the outcome with the prediction; thus, the confirmation bias should obtain particularly with strong images. Conversely, according to a nudging-in-volatility hypothesis, the active confirmation bias operates only on images within a dynamic range, where the values of images are volatile, and not on the evaluation of images that are too obviously appetitive or aversive; accordingly, the effects from prediction should occur predominately with mild images. Across the data from two experiments, we found that the evaluation of mild images tended to exhibit the confirmation bias, with ratings that followed the direction given by the prediction. For strong images, there was no confirmation bias. Our findings corroborate the nudging-in-volatility hypothesis, suggesting that predictive cues may be able to tip the balance of evaluation particularly for food images that do not have a strongly polarized value. (shrink)