The Light = Healthy Intuition

Li, Yi; Heuvinck, Nico; Pandelaere, Mario

doi:10.1002/jcpy.1249

Cited by 16 publications

(25 citation statements)

References 40 publications

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“…We show that consumers hold a stronger association of proximal depiction with tastiness for indulgent (vs non-indulgent) products and that this learned association is reflected in their food evaluation. Documenting this association contributes to the growing literature on food-related lay beliefs (Raghunathan et al , 2006; Suher et al , 2016; Ye et al , 2020; Li et al , 2022). Our research also adds to prior research on visuospatial information processing by introducing a new pictorial format (i.e.…”

Section: Discussionmentioning

confidence: 87%

“…fruit salad, lettuce, broccoli, etc.) are associated with lack of taste (Raghunathan et al , 2006), less fulfillment (Suher et al , 2016) and lightness (Li et al , 2022), and not as frequently featured in advertisements, limiting their association with proximal food depiction. As such, we posit that consumers are more likely to generate exemplars of proximally (than distally) depicted indulgent foods that are intuitively associated with tastiness and reward.…”

Section: Theory and Conceptual Backgroundmentioning

confidence: 99%

“…Prior research has identified several intuitions and lay beliefs that drive consumers’ decision-making. For example, “unhealthy foods are considered tastier” (Raghunathan et al , 2006), “healthy foods are perceived as less filling” (Suher et al , 2016), “unhealthy foods have glossy packaging” (Ye et al , 2020) and “healthy foods are light weight” (Li et al , 2022). Our research demonstrates that consumers implicitly believe that “proximal food depiction is tastier,” and that this learned association, along with the explicitly elicited perception of tastiness, shapes their food decision.…”

Section: Introductionmentioning

confidence: 99%

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The “proximal depiction effect” of indulgent (versus non-indulgent) foods on consumer responses

Malik

Sayın²,

Jain³

2022

EJM

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Purpose This paper aims to examine the effect of proximal (versus distant) depiction of food products within an advertising or online context on consumer responses across food types (indulgent versus non-indulgent) and display formats that lead to a single exposure (e.g. billboard) versus multiple exposures (e.g. online menu). Design/methodology/approach Five experimental studies, using both implicit and explicit elicitation techniques, demonstrate the effect of proximal food depictions. The paper rules out alternative explanations (portion-size perception and participants’ bodily distance) and controls for several other factors (e.g. visual crowding, body-mass index, dietary restrictions, etc.) Findings The studies find that proximal food pictures are implicitly associated with tastiness more for indulgent (vs non-indulgent) foods; lead to higher purchase intention for indulgent food upon a single exposure driven by enhanced perceived tastiness; and evoke satiation upon multiple exposures. Research limitations/implications This research identifies the effect of spatial proximity of food depiction on consumer responses using different stimuli. Future work could explore the effects in alternate consummatory contexts. Practical implications The findings provide clear instructions to marketers and policymakers on how to tailor consumer responses using spatial distance in depiction of food products, depending on the food type and display format. Understanding the effect of visual food cues will help policymakers devise strategies to counter over-consumption, which increases the risk of non-communicable diseases and reduces consumer well-being (SDG 3, United Nations). Originality/value Introducing a novel pictorial cue (i.e. the spatial distance of product depiction), this paper contributes insights to the literature on implicit associations, visual information processing, satiation, over-consumption and food marketing.

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Section: Discussionmentioning

confidence: 87%

Section: Theory and Conceptual Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The “proximal depiction effect” of indulgent (versus non-indulgent) foods on consumer responses

Malik

Sayın²,

Jain³

2022

EJM

View full text Add to dashboard Cite

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“…But this is only one among the several food‐related factors influencing choice, together with flavor, taste, smell, color, size, and so on. Because processors and distributors are free to use marketing to engender new needs and values, for example, by exploiting heuristic‐based shopping behaviors (Li et al, 2021; Motoki et al, 2021), the final result of market forces is uncertain. Evidently, the European Commission is counting on the attractiveness of healthy foods beyond nutritional and physical properties and pointing at their symbolic value and cultural appeal.…”

Section: Healthy Food As a Fashion: Lessons From Historymentioning

confidence: 99%

From farm to fork: The difficult journey of healthy food

Ginanneschi¹

2022

World Food Policy

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The new European “Farm to Fork” Strategy has been praised for addressing the issue of the long‐run sustainability of the food system. In this document, the link between human and planetary health is often recalled. However, consumers' aspiration to healthy food is dealt with only superficially. This article analyzes and challenges the position assumed by the European Commission on this topic, using a holistic and transdisciplinary approach to food, called pantrophy. Drawing on several disciplines beyond food science and economics, the author argues that health is not only a question of diet. As a social fact, healthy food is a blend of moral dilemma, a luxury, a fashion item, an object of desire, and a sign of distinction. Therefore, it will hardly become cheap and easily available, as suggested by the Strategy. For the same reason, even the market mechanism envisaged to spread healthier eating habits might prove ineffective. The author calls for a radical change of the European policy in order to ensure that access to healthy food does not become unjust, discriminatory, and a cause of social conflict. The challenge consists in shifting part of the governmental institutions' effort from changing consumption styles to guaranteeing the intrinsic quality of food at its source.

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“…We ran the study in a field setting by manipulating plan specificity and observing actual food consumption in a campus food court. We designed this study based on the light/low caloric = healthy intuition (Li et al, 2021). We expected people to control their caloric consumption after the health goal activation.…”

Section: Study 1: Plan Specificity Matchingmentioning

confidence: 99%

Effects of plan specificity and eveningness–morningness orientation on health goal pursuit

Sinha

2021

Psychology and Marketing

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Extant research has identified several boundary conditions for the beneficial effects of planning in goal pursuit. The present research examines how consumers with morningness‐ (early birds) or eveningness‐orientation (night owls) benefit differentially from health goal planning. Specifically, three studies in an eating context show that early birds respond better to specific diet plans, while night owls respond better to general diet plans. Therefore, a match between plan specificity and one's eveningness–morningness orientation promotes self‐efficacy in carrying out the plans and the consequent health goal‐directed motivation and behaviors. The fourth study in an exercise context further reveals that individual differences in body mass index moderate the combined effect of plan specificity and eveningness–morningness orientation on health goal pursuit. Together, our findings provide practical implications by demonstrating how planning‐based interventions can motivate different consumer segments in health goal pursuit.

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The Light = Healthy Intuition

Cited by 16 publications

References 40 publications

The “proximal depiction effect” of indulgent (versus non-indulgent) foods on consumer responses

The “proximal depiction effect” of indulgent (versus non-indulgent) foods on consumer responses

From farm to fork: The difficult journey of healthy food

Effects of plan specificity and eveningness–morningness orientation on health goal pursuit

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