The Influence of Mirror Decoration on Food Taste

Ataollah Tafaghodi Jami, University of Utah, USA
Himanshu Mishra, University of Utah, USA
This paper shows that individuals evaluate an unhealthy food to be less tasty when they consume it in front of a mirror. This is because self-focused individuals attribute the discomfort of acting against the standards of healthy eating to the food taste. Three studies confirmed the effect and examined two moderating factors.
[ to cite ]:
Ataollah Tafaghodi Jami and Himanshu Mishra (2011) ,"The Influence of Mirror Decoration on Food Taste", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.