Imagine language making food products more appealing
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2020-06-19
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en
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Still too many people are overweight and therefore it is important to understand consumers’ mindsets about food products, in order to be able to influence these mindsets. Possible ways to influence these mindsets is by using both instructed mental simulation and embodied language. To gain more insight into a combination of both constructs, the following research question was constructed: To what extent does the congruity between instructed mental simulation (process, outcome) and embodied language in advertisements (nutritious, indulgent or basic) affect the desire and purchase intention for an ambivalent food product?’ To answer this, participants were asked to mentally simulate a situation (either process or outcome simulation). Thereafter participants were exposed to adverts with descriptions in which one type of embodied language was used (nutritious, indulgent or basic). The main focus was to measure the effects of the congruence between the process simulation & indulgent language and outcome simulation & nutritious language on the desire and purchase intention for ambivalent products. The congruences did not result in any of the expected effects. It was also measured whether people who are highly sensory oriented would desire more and have a higher purchase intention towards ambivalent products when being exposed to the congruence between the process simulation and indulgent language in an advertisement, compared to people who are highly health oriented. Furthermore, it was measured whether people who are highly health oriented would desire more and have a higher purchase intention towards ambivalent products when exposed to the congruence between the outcome simulation and nutritious language in an advertisement, compared to people who are sensory oriented. The health and sensory orientation did not result in any of the expected results. Even though all hypotheses were rejected, this study does provide a theoretical basis and framework on which future studies can build upon.
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