We investigated the effect of the appearance of cut food on visual mass estimation. In this experiment, we manipulated the shape (e.g., a block, fine strips, or small cubes) of food samples of various masses, and presented them on a CRT display as stimuli. Eleven subjects participated in tasks to choose the picture of the food sample which they felt indicated a target mass. We used raw carrots and surimi (ground fish) gel as hard and soft samples, respectively. The results clearly confirm an existence of an illusion, and this indicates that the appearance of food interferes with visual mass estimation. Specifically, participants often overestimated the mass of finely cut food, especially fine strips, whereas they could accurately estimate the mass of block samples, regardless of the physical characteristics of the foods. The overestimation of the mass of cut food increased with the food's actual mass, and was particularly obvious with increases of apparent volume when cut into fine strips. These results suggest that the apparent volume of a food sample effects the visual estimation of its mass. Hence we can conclude that there are illusions associated with the visual presentation of food that may influence various food impressions, including satisfaction and eating behaviour. (c) 2007 Elsevier Ltd. All rights reserved.
