Beyond expectations: The responses of the autonomic nervous system to visual food cues.

Self-report measures rely on cognitive and rational processes and may not, therefore, be the most suitable tools to investigate implicit or unconscious factors within a sensory experience. The responses from the autonomic nervous system (ANS), which are not susceptible to bias due to their involuntary nature, may provide a better insight. Expectations are important for the consumer-product interaction and should be considered.