Description
Self-Control and Touch: When Does Direct vs Indirect Touch Increase Hedonic Evaluations and Consumption of Food
Adriana V. Madzharov*
Reviewer: Bal Ram Singh**
Published in: Journal of Retailing, Volume 95, Issue 4, December 2019, Pages 170-85.
Abstract: Can touching food with your hands make it more appealing? This paper reports four studies showing that for individuals with high self-control, eating by hand enhances sensory experience, increases enjoyment, and leads to greater consumption. These results highlight the influence of touch on food evaluation and suggest practical implications for retail, catering, and restaurant settings. More importantly, touching foods with hand for eating acts as a sensory organ for the process of digestions that triggers biochemical pathways to influence nerve and digestive physiology.
