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

German-born British Columbian warns against a ‘yes’ vote on proportional representation

Agassiz realtor Freddy Marks says PR in his home country shows party elites can never be voted out

Agassiz teacher’s Amazing Race takes students on Canada-wide adventure

AESS students say they had the experience of a life time

WATCH: Brother of missing Hope woman makes emotional appeal for more media attention

Next search for Shawnee Inyallie Nov. 18 along Highway 1 towards Boston Bar

Gas price drop expected to hit Fraser Valley today

Analyst says to take advantage, warns slight increase may follow

Players Guild challenges Chilliwack residents to solve classic Agatha Christie whodunit mystery

The Chilliwack Players Guild is performing Murder on the Nile from Nov. 22 to Dec. 2

Trudeau offers to help Pacific islands face climate change impact

Prime Minister Justin Trudeau met with the leaders from the Pacific island nations on Saturday during the APEC Summit in Papua New Guinea

‘Toxic’ chosen as the Word of the Year by Oxford Dictionaries

Other top contenders for 2018 include ‘gaslighting’ and ‘techlash’

RCMP bust illegal B.C. cannabis lab

Marijuana may be legal but altering it using chemicals violates the Cannabis Act

1 woman dead, man in hospital after ‘suspicious’ crash: police

Homicide investigators and Burnaby RCMP are investigating the fatal collision

Canada defeats Germany 29-10 in repechage, moves step closer to Rugby World Cup

Hong Kong needs a bonus-point win over Canada — scoring four or more tries — while denying the Canadians a bonus point

Avalanche Canada in desperate need of funding

The organization provides avalanche forecasting for an area larger than the United Kingdom

5 B.C. cities break temperature records

Parts of B.C. remain warm, at 10 C, while others feeling chilly

Don’t sign USMCA until LGBTQ language excised, U.S. lawmakers urge Trump

The trade agreement, forged after 13 months of tense negotiations between Canada and the U.S. is scheduled for Nov. 30

US official: US intel says prince ordered Khashoggi killing

Vice-President Mike Pence told reporters that ‘the murder of Jamal Khashoggi was an atrocity.’

Most Read