Dining in the dark: How uncertainty influences food acceptance in the absence of light

Abstract Sensory cues such as the visual appearance of foods can have a significant effect on food acceptance and food intake. Yet there are many situations – such as those involving deployed soldiers, night workers, and nighttime snackers – where such cues are masked by darkness. This study examines how and why darkness negatively influences food acceptance and future intake and what can be done to mitigate any potential problem. The results show that ambiguous foods eaten in the dark conditions have a low level of acceptance, which may be mediated by one’s uncertainty about the food. Using clear product information (through packaging and labeling, for instance) can reduce this uncertainty and increase acceptance as well as future intake. Interpretations of these findings are discussed and their implications are underscored for those situations where individuals often eat in darkness.