Something to chew on: The effects of oral haptics on mastication, orosensory perception, and calorie estimation

Dipayan Biswas, Courtney Szocs, Aradhna Krishna, Donald R. Lehmann

Research output: Contribution to journalArticlepeer-review

52 Scopus citations

Abstract

This research examines how oral haptics (due to hardness/softness or roughness/ smoothness) related to foods influence mastication (i.e., degree of chewing) and orosensory perception (i.e., orally perceived fattiness), which in turn influence calorie estimation, subsequent food choices, and overall consumption volume. The results of five experimental studies show that, consistent with theories related to mastication and orosensory perception, oral haptics related to soft (vs. hard) and smooth (vs. rough) foods lead to higher calorie estimations. This "oral haptics- calorie estimation" (OHCE) effect is driven by the lower mastication effort and the higher orosensory perception for soft (vs. hard) and smooth (vs. rough) foods. Further, the OHCE effect has downstream behavioral outcomes in terms of influencing subsequent food choices between healthy versus unhealthy options as well as overall consumption volume. Moreover, mindful calorie estimation moderates the effects of oral haptics on consumption volume.

Original languageEnglish (US)
Pages (from-to)261-273
Number of pages13
JournalJournal of Consumer Research
Volume41
Issue number2
DOIs
StatePublished - Aug 2014

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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