Why people eat rice with hands in most parts of India? Because directly touching the food makes experience of eating more enjoyable, say researchers.
The study, published in the Journal of Retailing, revealed that when high self-control individuals touch food directly with their hands, compared to when they use cutlery, they not only find what they eat — tastier and more satisfying — but also eat more.
“Our results suggest that for people who regularly control their food consumption, direct touch triggers an enhanced sensory response, making food more desirable and appealing,” said study researcher Adriana Madzharov from Stevens Institute of Technology in the US.