Research on Latent Value of Food

- Investigation on Comfort Induced by Stirring and Gathering Movements of Curry -

Abstract

The latent value of food has an impact on customers’ feeling to purchase and eat food. Our previous study revealed that the curry roux for home use induces an empathetic bond between people. A recent study investigated eating behaviors, and the author explains that a gathering movement may reduce uneasiness when eating together. We investigated an effect of stirring and gathering movements of curry through paired experiments (N=14) in two different eating styles: with and without the movements. Comfort was measured by electrocardiogram and Curve Drawing Method. Spoon synchronization was also measured as an indicator of empathy. The results showed that participants had a higher HF, a lower LF/HF ratio, larger surface areas of curve drawings, and a higher rate of spoon synchronization when eating with the movements compared to without the movements. These results indicate that the movements when eating curry together induce comfort and empathy.