Eating Postures: Repercussions (06-06-19)

Research by Biswas and colleagues links perceptions of how food tastes to the posture of the person eating it; it is possible that their findings can be extended to other contexts. The researchers report that “The results of six experiments show that vestibular sensations related to posture (i.e., sitting vs. standing) influence food taste perceptions.  Specifically, standing (vs. sitting) postures induce greater physical stress on the body, which in turn decreases sensory sensitivity. As a result, when eating in a standing (vs. sitting) posture, consumers rate the taste of pleasant-tasting foods and beverages as less favorable, the temperature as less intense, and they consumer smaller amounts.  The effects of posture on taste perception are reversed for unpleasant-tasting foods. . . . Given the increasing trend toward eating while standing, the findings . . . have practical implications for restaurant, retail, and other food-service environment designs.”

Dipayan Biswas, Courtney Szocs, and Annika Abell.  “Extending the Boundaries of Sensory Marketing and Examining the Sixth Sensory System: Effects of Vestibular Sensations for Sitting Versus Standing Postures on Food Taste Perception.”  Journal of Consumer Research, in press,