In context of consummaatory pictures: the effects of color fluency and food type on drivers of food choice
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2018-06-28
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en
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Abstract
This study examines the relationship between color fluency, food choice and three drivers of food choice: perceived healthiness, desirability of the food depicted and willingness to pay, in context of consummatory pictures. The quantitative study, in this case an online experiment, demonstrates that color fluency does not determine the three drivers of food choice, whereas food type does influence the drivers of food choice. It is suggested that the nature of the food type – namely, utilitarian food products versus hedonic food products – impacts perceived healthiness, desirability and willingness to pay. Consummatory pictures featuring utilitarian food products score higher on perceived healthiness compared to consummatory pictures featuring hedonic food products, whereas consummatory pictures featuring hedonic products score higher on desirability and willingness to pay. Implications for managers of the food industry as well as future research directions are discussed.
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Faculteit der Managementwetenschappen