While we strongly discourage spending the majority your meal time perched over your food trying to get the right angle, lighting, filter and hashtag for Instagram, science has once again contradicted us in proving that food actually tastes better after it’s been shared on a newsfeed.
The study, published in the Journal of Consumer Marketing, claims that Instagramming food “increases the savouring associated with consumption of pleasurable (ie indulgent) foods and, in effect, increases attitudes and taste evaluations of the experience when consumption actually takes place.”
The real life tastiness of #foodporn wasn’t exclusive to sweet and salty treats either. “When descriptive social norms regarding healthy eating are made salient, consumer-generated images can also lead to more favourable outcomes for less pleasurable (ie healthy) foods.”
So there you have it. Instagramming your crappy kale smoothie might actually make it easier to get it down the hatch.