Research on Latent Value of Food

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 empathetic bond between people. A recent investigated eating behaviors, author explains a gathering movement may reduce uneasiness when together. We effect stirring movements through paired experiments (N=14) in two different styles: with without movements. Comfort was measured by electrocardiogram Curve Drawing Method. Spoon synchronization also as indicator empathy. results showed participants had higher HF, lower LF/HF ratio, larger surface areas curve drawings, rate spoon compared These indicate together induce comfort