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Something to Chew On: The Effects of Oral Haptics on Mastication, Orosensory Perception, and Calorie Estimation

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

Journal of Consumer Research, 2014, vol. 41, issue 2, 261 - 273

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.

Date: 2014
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