Relationships between expected, online and remembered enjoyment for food products

• Expected, online and remembered enjoyment of food products were studied.
• Online and remembered enjoyment differed for two of the products.
• Expectations and distinct moments during eating shaped memory.
• However, these relationships depended on the food product studied.

How enjoyable a food product is remembered to be is likely to shape future choice. The present study tested the influence that expectations and specific moments during consumption experiences have on remembered enjoyment for food products. Sixty-four participants consumed three snack foods (savoury, sweet and savoury-sweet) and rated expected and online enjoyment for each product. Twenty-four hours later participants rated remembered enjoyment and future expected enjoyment for each product. Remembered enjoyment differed to online enjoyment for two of the three products, resulting in the foods being remembered as less enjoyable than they actually were. Both expected enjoyment and specific moments during the consumption experience (e.g. the least enjoyable mouthful) influenced remembered enjoyment. However, the factors that shaped remembered enjoyment were not consistent across the different food products. Remembered enjoyment was also shown to be a better predictor of future expected enjoyment than online enjoyment. Remembered enjoyment is likely to influence choice behaviour and can be discrepant to actual enjoyment. Specific moments during a consumption experience can have disproportionately large influence on remembered enjoyment (whilst others are neglected), but the factors that determine which moments influence remembered enjoyment are unclear.