Something to Chew On: Mastication Based on Food Haptics and Its Impact on Calorie Estimation

Dipayan Biswas, University of South Florida, USA
Courtney Szocs, University of South Florida, USA
Aradhna Krishna, University of Michigan, USA
Donald Lehmann, Columbia University, USA
The results of three experiments show that food haptics and mastication influence consumer calorie estimations. Specifically, higher mastication (based on rougher versus smoother and harder versus softer foods) reduces calorie estimation, with the effects getting attenuated when decisions are made under time pressure and reversed for consumers with high BMI.
[ to cite ]:
Dipayan Biswas, Courtney Szocs, Aradhna Krishna, and Donald Lehmann (2012) ,"Something to Chew On: Mastication Based on Food Haptics and Its Impact on Calorie Estimation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1001-1002.