Engaging visual media shifts taste-related neural processing: An fMRI study on distracted eating

Background: Distracted eating is prevalent in modern environments. While behavioral research consistently shows that distraction attenuates taste perception and increases food intake, the underlying neural mechanisms appear to be more complex. Objective: This functional magnetic resonance imaging (fMRI) study investigated whether naturalistic distraction modulates gustatory processing via sensory suppression or reallocation of neural resources, as observed in more controlled cognitive load paradigms. Methods: Thirty-eight healthy participants received sweet and umami taste stimuli of low and high concentration during fMRI scanning. Attentional state was manipulated using short food-related (low-distraction) versus film-related (high-distraction) video clips. After each video, participants rated perceived intensity and pleasantness. Group-level analyses included covariates for sex, body mass index (BMI), and hunger level. Results: High distraction attenuated perceived intensity (p