Less Color, Less Craving: The Impact of Food Image Desaturation on Appetite and Motivation

The research operates within the established paradigm of sensory psychology and cognitive neuroscience, which posits that visual cues are critical modulators of appetitive behavior. Specifically, it builds on the model that color saturation acts as a primary signal for food reward value, influencing hedonic ("liking") and motivational ("wanting") systems. The study refines this paradigm by quantifying the effects of desaturation on both subjective ratings and behavioral effort, further articulating the link between perception and motivation in the context of digital food environments.

This preprint is classified as Normal Science because it conducts "puzzle-solving" within a well-defined scientific framework. The research uses standard experimental methodologies and statistical analyses to confirm and extend the existing understanding that color vividness influences appetite. By demonstrating that desaturating food images reduces craving and motivational effort, the study does not challenge the core paradigm but rather articulates it with greater precision. It refines the model by examining moderating factors like cognitive restraint, thereby strengthening the paradigm's explanatory power and suggesting practical applications, which is a hallmark of normal scientific progress.