Effect of Language on Food Perception.
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2023-06-26
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en
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This study aimed to examine the effect of language on consumers’ perception of plant-based and meat-based products in an Instagram context. In this study, various Instagram advertisements were created with different food products, manipulating the descriptions with either taste-focused, health-focused or neutral language. A total of 194 participants completed a questionnaire with questions about their perception of the food products. The results showed there was no effect of type of language or type of food on perceived attractiveness and purchase intention. However, there was an effect of type of food on product recall. The findings raise questions about whether text is important in Instagram advertisements. Consequently, further research on manipulating language in descriptions is needed in different contexts, to determine whether consumers’ perceptions of food products can be affected by language.
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