“Just not knowing” can make life sweeter (and saltier): Reward uncertainty alters the sensory experience and consumption of palatable food and drinks.

Abstract

Reward uncertainty can prompt exploration and learning, strengthening approach and consummatory behaviours. For humans, these phenomena are exploited in marketing promotions and gambling products, sometimes spurring hedonic consumption. Here, in four experiments, we sought to identify whether reward uncertaintyas a state of 'not-knowing' that exists between an action and a positively-valanced outcomeenhances the in-themoment consumption and experience of other palatable food and drink rewards. In Experiment 1, we demonstrate that reward uncertainty can increase consumption of commercial alcoholic drinks and energy-dense savoury snacks. In Experiment 2, we show that reward uncertainty is unlikely to promote consumption through gross increases in impulsivity (expressed as higher discounting rates) or risk-tolerance (expressed as lower probability discounting rates). In Experiment 3, we find that reward uncertainty intensifies taste of, and hedonic responses to, sucrose solutions in a concentration-dependent manner among individuals with preferences for sweet tastes. Finally, in Experiment 4, we replicate and extend these findings by showing that reward uncertainty intensifies the taste of palatable foods and drinks in ways that are independent of individuals' discounting rates, motor control, reflection impulsivity and momentary happiness; but are strongly moderated by recent depressive symptoms. These data suggest a working hypothesis that (incidental) reward uncertainty, as a state of 'not knowing', operates as a mood-dependent 'taste intensifier' of palatable food and drink rewards, possibly sustaining reward-seeking and consumption.

Choice between food and cocaine reinforcers under fixed and variable schedules in female and male rhesus monkeys.

“…This work suggests that acquisition of nondrug commodities under a VR schedule can strengthen subsequent drug-taking behavior when the VR schedule of reinforcement is unrelated to drug procurement. A similar effect has been reported in human participants where uncertain monetary gains increased consumption of other consumable goods (i.e., beer and palatable foods/drinks) compared with certain monetary gains (Rauwolf et al, 2021). Others have extended research with fixed versus variable response requirements by making the schedule of drug reinforcement fixed or variable, rather than focusing on nondrug reinforcers.…”

The effect of blind box product uncertainty on consumers’ purchase intention: The mediating role of perceived value and the moderating role of purchase intention

“…Consumers mainly make shopping decisions through rational thinking and emotional experience, that is, the descriptive attribute information of the product and the subjective emotional feelings related to the product are the basis for consumers to make purchase decisions ( Iyer et al, 2019 ), while the uncertain priming increases the impact of emotional input on consumers’ judgment and decision-making, making consumers pay more attention to the emotional attributes of the product ( Faraji-Rad and Pham, 2017 ). In addition, the mere state of uncertainty can stimulate hedonic consumption to some extent ( Rauwolf et al, 2021 ). Based on the above discussion, the following hypotheses are proposed:…”

Engineered highs: reward variability and frequency as potential prerequisites for behavioural addiction

“…Other research indicates that resolution may not be the only source of value (or utility) that is derived from reward uncertainty. A recent study by Rauwolf et al (2021) induced a state of incidental reward uncertainty using a covered dice shaker that could award a bonus payment at the end of the experiment. In a control condition, the mean bonus was already determined.…”