Good-looking servers influence how food tastes – for better and worse: B.C. study

Men were more likely to be influenced by an attractive server, new research says

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: “When the server is attractive, good food tastes better, but bad food tastes worse.”

That’s because of the “negative disconfirmation effect,” 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 server’s appearance, and were that much more disappointed when it wasn’t.

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 restaurant’s location and noise.

READ MORE: New bill would prohibit employers from requiring women to wear high heels in B.C.

Study looks at how attractiveness of a server impacts a guests’s likeness of meal (Study graphic.)

”We believe restaurateurs should remain focused on what kind of experience they are actually offering,” SFU assistant marketing professor Lilly Lin wrote in a column this week for research network The Conversation.

“If the goal is to have diners focus on the food — including quality, sourcing, sustainability and taste — then distracting environmental cues that fail to align with the menu should, at the very least, be reconsidered.”

Like us on Facebook and follow us on Twitter.

Just Posted

Lake Flahsback: Seniors home wanted, Co-op going great guns, school accreditation problem

Welcome to Lake Flashback. Reporter Lexi Bainas has been combing through old… Continue reading

Caps drop three on road trip

Cowichan misses a chance to widen lead over Surrey

Two of Chemainus photographer Marston’s images picked among National Geographic’s 2018 elite

Rare double honour from the 36 best Your Shots out of nearly 19,000 photos

Wrestlers begin 2019 in fine form with Cowichan camp

The particpants ranged in age from seven to 17

Mary Lowther column: Seed catalogues and proper storage

Seeds kept dry and at 4 C can last three times as long as if they were held in household conditions.

VIDEO: Cowichan Secondary starts two-week run of ‘The Addams Family’ Jan. 16

The Cow High cast is ready, the stage is set: all they need is you so make tracks to see this show

Coming up in Cowichan: Anti-pipeline meeting; women’s shelter open house

Public meeting in Duncan to support pipeline protests A public meeting has… Continue reading

Overworked and understaffed: More than 300 vacancies in Vancouver Island nursing

Tentative deal with province includes ‘working short premium’ to encourage hiring

Olympian snowboarder Max Parrot diagnosed with Hodgkin’s lymphoma

Each year in Canada, approximately 900 people are diagnosed with Hodgkin’s lymphoma

‘Prince of Pot’ Marc Emery accused of sexual assault, harassment

Emery denied the allegations, but a Toronto woman says she is not the only one speaking out

Ex-Liberal candidate in Burnaby, B.C., says volunteer wrote controversial post

Karen Wang dropped out following online post singling out NDP Leader Jagmeet Singh’s ethnicity

Asteroids are smacking Earth twice as often as before

The team counted 29 craters that were no older than 290 million years

Canada’s arrest of Huawei exec an act of ‘backstabbing,’ Chinese ambassador says

China has called Canada’s arrest of Huawei chief financial officer Meng Wanzhou ‘politically motivated’

RCMP’s use of force in arrest of Island man not excessive, judge rules

Campbell River man high on cocaine led high speed chase through city’s downtown

Most Read