Rituals Enhance Food, Beverage Likability

MINNEAPOLISShort rituals performed before consuming foods or drinks may boost flavor perception and enhance the enjoyment of consumption, according to new research published in Psychological Science.

Researchers from the Carlson School of Management, University of Minnesota, gathered 52 participants and conducted four experiments to test whether ritualistic behavior enhances the likability of chocolate, lemonade and carrots. They found the group using rituals experienced enhanced enjoyment when consuming foods and beverages.

In the first experiment, participants were told to break a chocolate bar in half before unwrapping it, then to unwrap the first half and eat it, followed by the second half. The researchers discovered subjects who performed the ritual rated the chocolate higher, savored it more and were willing to pay more for the chocolate compared to the control group. In the three experiments that followed, researchers discovered similar findings. Using ritualistic gestures and actually performing the rituals rather than watching someone else perform them enhanced likability of foods and beverages in the experiments.

Rituals seem to improve the consumption experience because they lead to a greater involvement and interest, researchers said. Stirring, unwrapping or handling a product in a certain way can alter the flavor perception and make the product more enjoyable.

They added, "Because our results suggest that rituals can enhance the pleasure derived from even neutral stimuli (here, carrots), our results suggest that rituals could be put to use to make a wide variety of desirable behaviors more pleasurable."

Recent research also shows certain practices, such as adding herbs and spices to vegetables and reduced-calorie meals, can make foods more appetizing to consumers. Even offering a flavored dip with veggies can increase vegetable consumption and acceptance.