Madzharov continues to conduct interesting studies related to sensory experiences. In a recent study, she looked at the implications of touching food directly with hands (instead of indirectly via utensils such as forks) while it is being eaten; eventually being able to extend her findings beyond this context would be useful. Madzharov determined that “for consumers who apply self-control in their food consumption (high self-control consumers) touching food directly with hands enhances the sensory experience and increases hedonic [pleasure-related] evaluations of the food [it seems tastier and more satisfying]. Importantly, direct touch increases the consumption volume for high self-control consumers. These findings contribute to understanding of how touch as a proximal sensory factor affects food evaluation and consumption, and thus offer retailing implications in the context of in-store food sampling, food catering, presentation and consumption of food in restaurants.”
Adriana Madzharov. 2019. “Self-Control and Touch: When Does Direct Versus Indirect Touch Increase Hedonic Evaluations and Consumption of Food.” Journal of Retailing, vol. 95, no. 4, pp. 170-185, https://doi.org/10.1016/j.jretai.2019.10.009.