  Experiencing food craving is nearly ubiquitous and has several negative
pathological impacts, but effective intervention strategies to control or
reverse craving remain limited. Food cue-reactivity tasks are often used to
study food craving but most paradigms ignore individual food preferences, which
could confound the findings. We explored the possibility of reversing food
craving preference using psychophysical tasks on human participants considering
their individual food preferences in a multisensory food exposure set-up.
Participants were grouped into Positive Control (PC), Negative Control (NC),
and Neutral Control (NEC) based on their preference for sweet and savory items.
Participants reported their momentary craving of the displayed food stimuli
through desire scale and bidding scale (willingness to pay) pre and post
multisensory exposure. Participants were exposed to food items they either
liked or disliked. Our results asserted the effect of the multisensory food
exposure showing statistically significant increase in food craving for
negative control post-exposure to disliked food items.
  Using computational model and statistical methods we also show that desire
for food does not necessarily translate to willingness to pay every time and
instantaneous subjective valuation of food craving is an important parameter
for subsequent action.
  Our results further demonstrate the role of parietal N200 and centro-parietal
P300 in reversing craving preference.
