Study shows instagramming your food makes it taste better because, science

A group of scientists doing the Lord's work have determined that photographing your food and posting it to Instagram makes the dish taste better. Actually, the study revealed that performing any ritual—singing "Happy Birthday" or raising a toast—makes the experience of consuming the food/drink more enjoyable.

Lead author of the study, professor of marketing at the University of Minnesota’s Carlson School of Management, Kathleen D. Vohs, even says the the results indicate that performing a new ritual (e.g. instagramming your food for the very first time) will have a positive impact on your experience because it helps you "be more involved" in what you're eating or drinking.

In one experiment, researchers recruited 52 researchers and told them to eat a chocolate bar; about half were given instructions on a ritual to follow before eating it. They were told, “Without unwrapping the chocolate bar, break it in half. Unwrap half of the bar and eat it. Then, unwrap the other half and eat it.” The others were just told to relax for a bit, and then eat the candy like a regular person. As it turned out, the people who had done the weird little song-and-dance routine before eating the chocolate ended up saying that they enjoyed it more than those who ate the chocolate normally. They also took longer to eat it and said they would pay more for the chocolate. And this doesn’t just apply to candy: similar experiments in the study were done using lemonade and even carrots.

Don't believe the scientists? Take Don Draper's word for it.

The closest I got to feeling wanted was from a girl who made me go through  her johns' pockets while they screwed. If I collected more than a  dollar, she'd buy me a Hershey's bar. And I would eat it alone... in my  room with great ceremony... feeling like a normal kid. And it said  "sweet" on the back. It was the only sweet thing in my life.

Now, if you'll excuse me, I've got to run to Reading Terminal Market to take pictures of ALL the food. [h/t NBC]