How Smooth Does It Feel? The Effects of Haptics on Consumers’ Nutritional Perceptions

Abstract

We investigate how haptic properties of a food influence consumer’s perceptions of the food’s nutritional content. The results of two laboratory studies and one field study show that consumers perceive foods with smooth textures as higher in calories, fat, and overall less healthy than foods with rough textures, and that satiation moderates these effects. Based on these findings we discuss implications for consumers and marketers.