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

Man, 24, charged with nine sexual offences in Abbotsford and Mission

Alleged victim, who he met online, is under the age of 16

Mission filmmaker tackles topic of youth and the social media epidemic

Kim Laureen teams up with her daughter to create documentary film Selfless

Mission to take a closer look at clothing donation bins

Recent deaths around the country have caused some communities to ban the bins for safety concerns

Live demos and stunt shows part of Vancouver Motorcycle Show

Annual event returns to Tradex in Abbotsford from Jan. 18 to 20

Manure company causing ‘toxic’ stink at Abbotsford school seeks permit

Property across from King Traditional Elementary cannot operate manure facility without permit

VIDEO: U.S. Congress to probe whether Trump told lawyer Cohen to lie

At issue is a BuzzFeed News report that about negotiations over a Moscow real estate project

Rookie Demko backstops Canucks to 4-3 win over Sabres

Young Vancouver goalie makes 36 saves to turn away Buffalo

Charges upgraded against mother of murdered B.C. girl

Kerryann Lewis now faces first- rather than second-degree murder in the death of Aaliyah Rosa.

UPDATE: Injured firefighter in stable condition

Kelowna fire crews responded to a blaze at Pope’sGallery of BC Art & Photography on Friday

Book a ride on a driverless shuttle in Surrey or Vancouver

Automated vehicle demos are being offered, as the two cities plan pilot projects with the shuttles

Heavy snowfall expected on the Coquihalla

Snowfall warning in effect for the Coquihalla Highway, from Hope to Merritt

Rare ‘super blood wolf moon’ takes to the skies this Sunday

Celestial event happens only three times this century

Arrest made after historic B.C. church hit by arson

The fire at the 150-year-old Murray United Church in Merritt was considered a possible hate crime

Missing man from Crowsnest Pass could be in Lower Mainland

58-year-old Stuart David Duff was last seen on Jan. 6, 2019.

Most Read