Jan 29, 2015

Ambience Affects Eating

Let’s face it, no matter what warnings you give today’s athletes, most are going to eat fast food. But maybe you can help them make better choices by advising them to take their food to go or even eat it on the bus. According to a new study, a person’s cravings for food can be lessened if a restaurant provides softer music and lighting–environmental conditions most fast food restaurants don’t subscribe to.
“When we did a makeover of a fast-food restaurant, we found that softer music and lighting led diners to eat 175 fewer calories and enjoy it more,” the study’s lead author, Brian Wansink, professor of marketing and director of Cornell University’s Food and Brand Lab, said in a press release.

Wansink and his co-author, Koert van Ittersum of the Georgia Institute of Technology, found that softening the lighting and music in fast-food restaurants didn’t change what people ordered, but it caused them to eat 18 percent less of what they ordered–775 calories instead of 949. They also rated the food as more enjoyable. The results are posted online in the journal Psychological Reports.

The Wansink-Ittersum study counters the popular notion that people who dine in a relaxed environment, with soft lighting and mellow music, will order more food and eat more than those in a more typical dining environment.

“These results suggest that a more relaxed environment increases satisfaction and decreases consumption,” Wansink said. “This is important information for fast-food restaurants, which are often accused of contributing to obesity: Making simple changes away from brighter lights and sound-reflecting surfaces can go a long way toward reducing overeating–and increase their customers’ satisfaction at the same time.”

For more information about the impact of the eating environment on human food choices, visit: http://foodpsychology.cornell.edu/