Something to chew on: Mastication based on food haptics and its impact on calorie estimation

Can haptics influence calorie perceptions? We focus on haptic properties of food and suggest that since food haptics directly impact mastication (chewing), they can also impact calorie estimation. Higher mastication (based on rougher versus smoother and harder versus softer foods) is proposed and demonstrated to reduce calorie estimation. Focusing on calorie estimation is relevant given rising obesity and need for healthy eating (Chandon and Wansink 2011). While emerging work on haptics has examined other factors (Peck and Wiggins 2006), hardness and texture properties of objects remain uninvestigated within the consumer behavior literature.