Previous research has associated frequently enforced solo dining with negative consequences on psychological well-being, but the problem of having to eat alone may be solved by seeking mealtime companions in the digital space by watching an eating broadcast (i.e., Mukbang) or videoconferencing with others (i.e., cloud-based commensality). We conducted the present study to compare the consequences of Mukbang-based, cloud-based, and in-person commensality. Ninety-five healthy Chinese young adults were instructed to rate images of eating scenarios and foods. The results revealed that they expected loneliness to be reduced by Mukbang-based or in-person commensality, but they were also aware of the risks of enhancing food intake and/or being shifted toward less healthy food choices in these two scenarios. By contrast, the participants expected cloud-based commensality to provide the benefits of reducing loneliness without the health-compromising risks of increasing food intake or unhealthy eating. Collectively, these findings suggest the beliefs of the participants that cloud-based commensality can provide an “alone but together” context to balance the need for social interactions with the strategic avoidance of a social context facilitating unhealthy eating. The findings also provide some novel insights into how the application of technologies for eating behavior can be used to integrate social factors and food pleasure, and shed light on the promising future of cloud-based commensality as a combination of the strengths of solitary and commensal eating.
Cloud-Based Commensality: Enjoy the Company of Co-diners Without Social Facilitation of Eating