The differential impact of gaze direction on food evaluation.

Abstract

Background: The influence of others' gaze on human behavior remains incompletely understood. However, it remains unclear whether direct gaze actively enhances evaluation. Aim: The primary aim of this study was to investigate whether direct gaze increases the evaluation of food items. Methods: To address this gap, we conducted an experiment in which 29 Japanese participants (aged 19-22; 6 males) evaluated food images paired with facial images displaying either direct or averted gaze. Using a 9-point Likert scale, participants rated the attractiveness of 12 food items under each gaze condition. Results: Statistical analysis via linear mixed models revealed that food was rated significantly higher when accompanied by direct gaze compared to averted gaze (Estimate = 0.303, p = 0.008; 95% CI: 0.078-0.528). These findings support the hypothesis that direct gaze enhances positive evaluation, possibly through mechanisms such as reputation management, increased arousal, and social facilitation. Conclusion: Our results contribute to a growing body of literature on social influences in perception and suggest that subtle social cues can modulate sensory evaluations. Future research should incorporate dynamic or immersive stimuli, assess physiological responses, and explore cross-cultural differences to clarify the underlying mechanisms. These efforts will deepen our understanding of how gaze direction shapes food perception and may inform applications in marketing, health communication, and user experience design.