Fresh from the tree: Implied motion improves food evaluation
Fresh from the tree: Implied motion improves food evaluation
复制标题
DOI：
10.1016/j.foodqual.2015.07.015
复制
发表时间：
2015-12-01
影响因子：
5.3
通讯作者：
Bommelaer, Colombe
中科院分区：
文献类型：
--
作者：
Gvili, Yaniv;Tal, Aner;Bommelaer, Colombe
目前的研究探索了在包装和营销活动中经常使用的对运动食品的描述是否有助于改善消费者对食品的判断。在两项研究中，我们表明，对食物的描述带有暗示的运动导致对新鲜度和吸引力的评估得到加强。即使当运动只是隐含的，而不是实际的时，也会发生这种情况。这些发现揭示了在食品广告和食品包装设计中展示动作的常见做法。我们认为，这种现象可能与运动和新鲜度之间的原始联系被过度延伸有关。这一功能可以用来帮助促进更健康的食物选择和消费，通过隐含的运动增加它们的吸引力。(C)2015爱思唯尔有限公司。保留所有权利。
The current research explores whether the often-used depiction of foods in motion both on packaging and in marketing campaigns helps improve consumer judgments of food products. In two studies, we show that depictions of food with implied motion lead to enhanced evaluations of both freshness and appeal. This occurs even when motion is merely implied, rather than actual. These findings shed light on the common practice of showing motion in food advertising and in food packaging design. We argue that this phenomenon may relate to an overextension of a primitive link between motion and freshness. This feature can be used to help promote healthier food choices and consumption by increasing their appeal via implied motion. (C) 2015 Elsevier Ltd. All rights reserved.