A good-looking waiter or waitress can play a big role in how your food tastes, one B.C. study suggests.
Three business professors from the University of British Columbia and Simon Fraser University set out to determine how physical attraction affects taste perception using online surveys and lab experiments, and published their findings in the Journal of Retailing in September.
A relatively good meal served by someone attractive will leave the guest happy, they found, while a less-than-satisfying meal results in the opposite reaction.
In other words: B次元官网网址淲hen the server is attractive, good food tastes better, but bad food tastes worse.B次元官网网址�
ThatB次元官网网址檚 because of the B次元官网网址渘egative disconfirmation effect,B次元官网网址� when a person who already has high expectations is let down. In the restaurant scenario, they had expected the food to be especially good because of the serverB次元官网网址檚 appearance, and were that much more disappointed when it wasnB次元官网网址檛.
Men were more likely to be influenced by an attractive server, the study also found, while women were more likely to be affected by the restaurantB次元官网网址檚 location and noise.
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| Study looks at how attractiveness of a server impacts a guests's likeness of meal (Study graphic.) |
B次元官网网址漌e believe restaurateurs should remain focused on what kind of experience they are actually offering,B次元官网网址� SFU assistant marketing professor Lilly Lin wrote in a column this week for research network The Conversation.
B次元官网网址淚f the goal is to have diners focus on the food B次元官网网址� including quality, sourcing, sustainability and taste B次元官网网址� then distracting environmental cues that fail to align with the menu should, at the very least, be reconsidered.B次元官网网址�
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