Chew on This: Food Haptics Influence Mastication and Calorie Estimates

Five experiments show that haptic properties of foods influence mastication and ultimately calorie estimates. Consumers perceive soft (vs. hard) and smooth (vs. rough) foods as higher in calories. This food-haptics calorie-estimation effect is magnified when consumers focus on mastication, and process evidence suggests orosensory associations may be driving the effect.



Citation:

Dipayan Biswas, Courtney Szocs, Aradhna Krishna, and Donald Lehmann (2013) ,"Chew on This: Food Haptics Influence Mastication and Calorie Estimates", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 257-258.

Authors

Dipayan Biswas, University of South Florda. USA
Courtney Szocs, University of South Florda. USA
Aradhna Krishna, University of Michigan, USA
Donald Lehmann, Columbia University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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