Fresh from the tree: Implied motion improves food evaluation

Moving up in taste: Enhanced projected taste and freshness of moving food products

“…The current studies strengthen previous findings showing the effects of motion in judgments of OJ (Gvili et al., ) in several important respects. First, the studies display effects across several food products, including pretzels, cereals, yogurt, and water, thus demonstrating the generalizability of the effect.…”

“…The current work contributes to recent findings suggesting that implied motion influences judgments of freshness and appeal (Gvili et al, 2015). Here, the authors examine the effects of motion on freshness in multiple food domains, categories, and textures, where consumers evaluate freshness in different ways (Awad, Moharram, Shaltout, Asker, & Youssef, 2012;Mizrach, 2008).…”

Implicit communication of food product healthfulness through package design: A content analysis

“…It should not be neglected, however, that there might also be certain universal elements that apply across categories and countries, which are usually based on more‐general knowledge or associations. For example, based on the results in our research, but also on evidence from consumer research studies (Chrysochou & Grunert, ; Fenko et al, ; Gvili et al, ; Karnal et al, ; Machiels & Karnal, ; Peloza et al, ), elements such as lighter, balanced and warmer colors, nature and health imagery, natural package materials (e.g., paper), and angular packaging shape are more frequently used for health products and can, at the same time, make food products appear healthier. However, some additional considerations should be made.…”

“…Nature imagery seems to be used more for health products in Denmark, but not in the United States. Previous studies suggest that products carrying natural claims are perceived to be less caloric (Lee, Shimizu, Kniffin, & Wansink, ) and even that images depicting nature could prompt consumers to infer that the product is healthier (Chrysochou & Grunert, ; Gvili et al, ; Machiels & Karnal, ), whereas images of products presented at a less natural stage (e.g., blended or processed) make the product appear less healthy and higher in calories (Szocs & Lefebvre, ). On the other hand, overall health‐related imagery seems to be used more for health products in the United States, but not in Denmark.…”

The Disentangled Sub-Processes Involved in Implied Motion Contributing to Food Freshness: The Neural Evidence from ERPs

“…while viewing a photograph that showed juice being poured into a glass (implied motion condition) and a photograph of the same juice motionless in a glass (static condition). Gvili et al (2015) were the first to show that depictions of food with implied motion led to higher evaluations of both freshness and appeal. Furthermore, Gvili, et al (2017) found that solid (pretzels and cereals) and liquid (orange juice) foods and more natural (water) and more artificial (yogurt) foods presented with motion in a picture were rated as fresher than foods presented as static in a picture.…”