A recipe for friendship: Similar food consumption promotes trust and cooperation

Citation data:

Journal of Consumer Psychology, ISSN: 1057-7408, Vol: 27, Issue: 1, Page: 1-10

Publication Year:
Usage 683
Abstract Views 497
Link-outs 157
Clicks 29
Captures 134
Readers 108
Exports-Saves 26
Mentions 12
Comments 10
News Mentions 2
Social Media 106
Shares, Likes & Comments 71
Tweets 35
Citations 9
Citation Indexes 9
Reddit 45
Kaitlin Woolley; Ayelet Fishbach
Psychology; Business, Management and Accounting
Most Recent Tweet View All Tweets
Most Recent News Mention
article description
This research examines the consequences of incidental food consumption for trust and cooperation. We find that strangers who are assigned to eat similar (vs. dissimilar) foods are more trusting of each other in a trust game (Study 1). Food consumption further influences conflict resolution, with strangers who are assigned to eat similar foods cooperating more in a labor negotiation, and therefore earning more money (Study 2). The role of incidental food similarity on increased trust extends to the product domain. Consumers are more trusting of information about non-food products (e.g., a software product) when the advertiser in the product testimonial eats similar food to them (Study 3). Lastly, we find evidence that food serves as a particularly strong cue of trust compared with other incidental similarity. People perceive that pairs eating similar foods, but not pairs wearing similar colored shirts, are more trusting of one another (Study 4). We discuss theoretical and practical implications of this work for improving interactions between strangers, and for marketing products.