Does the weight of the dish influence our perception of food?

In many categories, weight has been found to influence how users perceive and appraise products. However, to date, the influence of the weight of the dish in which food is served on people's perception has not been studied empirically. This exploratory study was therefore designed to investigate whether the weight of the container would exert a significant influence on people's sensory and hedonic responses to the food consumed from it. Three bowls, identical except for the fact that they were different weights, were filled with exactly the same yoghurt. Consumers evaluated the yoghurt samples from the three bowls holding them with one hand, one at a time. Participants rated flavor intensity, density, price expectation, and liking using 9-point likert scales. Significant effects were found for all attributes except for flavor intensity. The effects on both density and price expectation ratings were highly significant.These findings are potentially relevant for designers and those working in restaurants, the hospitality sector, and food production, since the design and choice of dishes (or packages) of various weights could potentially be used to help enhance and/or modify the way in which consumers perceive and experience the food consumed from them. © 2011 Elsevier Ltd