title: Determinants of cumulative successive contrast in saltiness intensity judgments.
abstract: When all stimuli elicit the same taste quality, solutions preceded by a high concentration level are judged to be significantly less intense than solutions preceded by a low concentration level. After repetitious stimulation with a different tasting stimulus, the intensity of the present stimulus is over-estimated. This phenomenon is called "successive contrast." In the present study, the cumulative effects of three identical stimuli on the saltiness ratings for a test stimulus are investigated. The preceding stimuli are manipulated with regard to taste quality, saltiness intensity, total taste intensity, and complexity. Whether the size of the cumulative contrast effect is associated with the degree of dissimilarity between preceding stimuli and test stimulus, or with the saltiness or total taste intensity of the preceding stimuli, is investigated. The size of the contrast effect depends on the type of preceding stimulus, its intensity, and the type of test stimulus. No association was found with judgments of the degree of dissimilarity between the preceding stimuli and the test stimulus. For nonsalty preceding stimuli, the contrast effects are independent of concentration level. When the preceding stimuli taste at least partly salty, the total intensity appears to determine the size of the contrast for an unmixed salty test stimulus.
authors.affiliation: Department of Marketing and Marketing Research, Agricultural University, Wageningen, The Netherlands. rick.schifferstein@alg.menm.wau.nl
authors.forename: H N
authors.initials: HN
authors.lastname: Schifferstein
authors.forename: I M
authors.initials: IM
authors.lastname: Oudejans
mesh_terms: D000293:Adolescent; D000328:Adult; D001288:Attention; D004193:Discrimination Learning; D005260:Female; D006185:Habituation, Psychophysiologic; D006801:Humans; D008297:Male; D008875:Middle Aged; D011601:Psychophysics; D017673:Sodium Chloride, Dietary; D013652:Taste Threshold
chemical_list: D017673:Sodium Chloride, Dietary