The Influence of Mirror Decoration on Food Taste

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.



Citation:

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.

Authors

Ataollah Tafaghodi Jami, University of Utah, USA
Himanshu Mishra, University of Utah, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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