Effects of Age on Taste Perceptions in a Food Service Context

According to age-stereotype literature, older people are perceived inefficient, and slow. Having old employees, therefore, can decrease customer satisfaction. Five studies show that in food domain, having an older employee increase taste perceptions. We show age effect is driven by two beliefs: “slow food is good” and “Grandma knows best.”


Amanda Yamim, JoAndrea Hoegg, Darren Dahl, and Adilson Borges (2017) ,"Effects of Age on Taste Perceptions in a Food Service Context ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 970-971.


Amanda Yamim, NEOMA Business School, France
JoAndrea Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Adilson Borges, NEOMA Business School, France


NA - Advances in Consumer Research Volume 45 | 2017

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