You know your annoying friend who needs to take like a million photos of their waffles, spend another five minutes applying filters from three different apps, and then post the best of the batch on Instagram with hashtags like #omnomnom and #foodporn before they even take a bite?
They might be on to something.
A new study published in the Journal of Consumer Marketing says that your social media foodie pals, as annoying as they may be, are probably getting more enjoyment out of their meals than you are. That’s right – the act of photographing your food before digging in could literally make it taste better.
By causing “a momentary active delay in consumption” (i.e. stopping to appreciate your meal before going hog-wild on that bacon mac and cheese), Instagramming your food allows you to savour the experience, making your food taste even better when you finally get to chow down.
via CBC News
