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

Revelstoke citizens give feedback on 2019 draft budget

The public consultation period for the proposed 2019 budget has come to… Continue reading

Revelstoke girl and her toy monkey make videos on Facebook to fight negativity

Ava Ast created the Ava and Cello’s Good Deed Page earlier this month

Revelstoke will soon issue tender for Farwell Splash Park

The splash park should open this summer

Nova Scotia DJs playing Revelstoke Thursday night

Pineo & Loeb with Inc. Line is playing the Last Drop

Four skiers caught in avalanche in Glacier National Park Sunday

No one was buried but one was transferred to hospital

VIDEO: Sunny skies in the forecast makes for a great start to spring

Mostly sunny skies with a chance of rain by Friday evening in the Okanagan Valley

Small landslide closes Vernon road

City crews estimate Okanagan Bench Row Road will reopen at about 2:30 a.m.

Canucks hang on for 7-4 win over Senators

Horvat nets 2 for Vancouver

Kelowna RCMP tackle man in Glenmore area

A witness saw RCMP make an arrest on Valley Road just after 6 p.m.

European, Canadian regulators to do own review of Boeing jet

Air Canada plans to remove the Boeing 737 Max from its schedule at least through July 1

Give a hoot and don’t touch baby birds

SORCO raptor rehab reminds residents to stop before they touch baby bird

Prime minister defends Liberal budget measures as sales effort gets underway

Conservatives under Andrew Scheer say it’s a spree funded by borrowing against the future

Father, former child soldier, seeks better life for family in Shuswap

Salmon Arm volunteers begin fundraising effort to help family resettle in Canada

Most Read