American Society For Nutrition

Food Prices and Enjoyment: News from EB 2014

Food Prices and Enjoyment: News from EB 2014

Excellence in Nutrition Research and Practice
Posted on 04/28/2014 at 05:39:27 PM by Suzanne Price
Restaurateurs take note—by cutting your prices, you may be cutting how much people will like your food.

Researchers in nutrition, economics and consumer behavior often assume that taste is a given—a person naturally either likes or dislikes a food. But a new study suggests taste perception, as well as feelings of overeating and guilt, can be manipulated by price alone.

“We were fascinated to find that pricing has little impact on how much one eats, but a huge impact on how you interpret the experience,” said Brian Wansink, Ph.D., a professor at the Dyson School of Applied Economics and Management at Cornell University who oversaw the research. “Simply cutting the price of food at a restaurant dramatically affects how customers evaluate and appreciate the food.” Read the full press release.