KTU researcher explains why outdoor meals taste better

Kaunas University of Technology (KTU) food‑science researcher Aelita Zabulionė reports that the brain evaluates food together with surrounding cues such as natural light, temperature, sounds, aromas and social context. Those positive environmental stimuli, she says, are integrated by the brain, making the same dish feel tastier when eaten outdoors or in a pleasant setting.

The effect is linked to known psychological phenomena like expectancy and halo effects: an appealing ambience raises expectations and can bias perception of flavor, aroma and texture even though the food’s composition remains unchanged. Zabulionė notes that taste is a multi‑sensory experience, with smell and visual presentation playing major roles before the first bite.