A human voice, but not human visual image makes people perceive food to taste better and to eat more: 'Social' facilitation of eating in a digital media

Food tastes better and people eat more when eating with others compared to eating alone. Although previous research has shown that watching television facilitates eating, the influencing factors regarding video content are unclear. We compared videos of a person speaking with those of only objects (food and a cell phone) in Experiment 1, and videos of groups of four people talking in Experiment 2. Half of these videos presented human voices (including the objects-only video), while the other half had no audio. Results showed participants rated the popcorn as tasting better and consumed more when eating alone while listening to someone talking, irrespective of whether the person was present or absent in the video in Experiment 1. A similar result was found in Experiment 2, irrespective of the increased number of people talking in the video. In Experiment 3, we assessed to what extent human voices contributed to an increase in food intake and the perceived taste of food by substituting sine-wave speech (SWS) for human voices used in Experiment 1 and found that the perceived taste of food and food intake were not facilitated when participants watched videos with SWS. The present study indicates that the human voice plays a crucial role in the perceived taste of food and consumption amount when people eat alone while watching television. Suggestions to improve food enjoyment when dining alone are discussed.