Effects of time of day and appropriateness on food intake and hedonic ratings at morning and midday

Abstract

In societies such as the U.S.A. many foods are considered appropriate or inappropriate for particular meals. Although some previous work has indicated that hedonic ratings reflect these cultural patterns, little is known about the impact of time of day and “appropriateness” in particular on food acceptance and intake. The purpose of the present study was to explore the role of appropriateness on consumption and hedonic ratings of breakfast and nonbreakfast foods. Experiment 1 examined these factors in the context of four meals in which the type of menu (breakfast or lunch) was factorially combined with time of day (breakfast time or lunchtime). Experiment 2 examined hedonic ratings obtained in the morning and afternoon using samples of the same foods and rating methods used in Experiment 1. Experiment 3 replicated Experiment 2 but employed the rating methods used in Birch et al. (1984). Results from the three experiments indicated that the appropriateness or inappropriateness of when foods were served had no effect upon hedonic ratings and no clear impact on food intake. Postmeal hunger ratings in Experiment 1, however, provided some support for the salience of appropriateness. These results suggest that appropriateness may be more relevant to food selection than to consumption or palatability per se.