The Influence of Posture on Taste: An Abstract

Courtney Szocs, Dipayan Biswas

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Sometimes, consumers eat while sitting down (e.g., at restaurants, on the couch). However, at other times consumers eat while standing (e.g., at cocktail parties). Would eating the same food while sitting (vs. standing) influence the perceived taste of the food? That is, how does posture influence taste evaluations? This research draws on literature which shows that standing postures induce more physiological stress on the body than sitting postures (Abalan et al., 1992) as well as work which shows that stress decreases responsiveness to reward (Born et al., 2010). We predict that because standing (vs. sitting) postures lead to more physiological stress and decreased sensitivity to reward individuals who eat while standing will evaluate a food as having a less favorable taste than individuals who eat while sitting. Additionally, we predict that stress/tension will mediate the effects of stress on taste evaluations. We test these predictions in four experiments. First, in Study 1 we have individuals sample a cookie while sitting (vs. standing) and find that individuals who sampled while sitting rated the cookie as better tasting. In Study 2, we replicate this basic effect using a different food item. Additionally, we provide physiological evidence that standing (vs. sitting) postures are associated with greater physiological stress. In Study 3 we provide additional evidence for the role of stress in driving the effects of posture on taste evaluations by showing that the effects hold when stress is not induced via a prime. However, when individuals complete a stressful task prior to sampling, taste evaluations among individuals who are seated are reduced, and there is no difference in taste based on posture. Finally, in Study 4 we show that inducing relaxation through ambient music can attenuate the effects of posture on taste. Collectively, the results of four studies show that posture influences taste evaluations by inducing physiological stress when an individual stands. Thus, restaurants should encourage diners to sit down while eating or allow consumers to stand but play relaxing ambient music.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages33-34
Number of pages2
DOIs
StatePublished - 2018

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management

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