Factors influencing the visual deliciousness / eye-appeal of food

Is this food healthy? Understanding how individuals evaluate food healthiness is important because their evaluation can affect their food choices and consumption quantities, potentially leading to obesity and other health problems. However, individuals often find it difficult to process the health information to evaluate food healthiness, so they rely on their intuition or lay beliefs to make the judgment. This article reviews recent empirical findings to highlight how individuals use lay beliefs based on sensory cues (e.g., visual, taste) and cognitive cues (e.g., nutrition label, price) to infer food healthiness and how this perception of food healthiness affects their food consumption. We conclude by discussing possible future opportunities in lay beliefs and food perception. 

https://eprints.whiterose.ac.uk/195024/6/Lay%20beliefs%20and%20food%20healthiness_deposit.pdf

Is this food healthy? The impact of lay beliefs and contextual cues on food healthiness perception and consumption.

There is a growing need in the marketing field to understand how consumers can be persuaded to consume healthier products. This research makes novel predictions about the time-of-day effects on (un)healthy product purchases based on self-control theory. We investigated whether and how time of day (morning vs. evening) influences consumers’ (un)healthy product purchases. A field study based on point-of-sales data indicated that consumers tend to buy more unhealthy products in the evening. Two laboratory experiments confirmed that this is due to a decrease in self-control in the evening, which leads consumers to purchase more unhealthy products at this time. A follow-up eye-tracking experiment further revealed potential mechanisms whereby lower self-control causes consumers to focus more on unhealthy products and weakens the effect of attention to healthy products on purchases. The findings provide valuable insights into consumer behavior and marketing decisions for marketing academics, retailers and consumer marketing companies. 

Time-of-day effects on (un)healthy product purchases: Insights from diverse consumer behavior data


Purpose
This paper aims to explore the matching effect of hospitality brand image (cool vs non-cool) and service agents (Artificial intelligence [AI] vs human staff) on brand attitude, with a focus on assessing the role of feeling right as a mediator and service failure as a moderator.


Design/methodology/approach
This paper tested the hypotheses through three experiments and a Supplementary Material experiment, which collectively involved 835 participants.


Findings
The results indicated that the adoption of AI by cool brands can foster the right feeling and enhance consumers’ positive brand attitudes. In contrast, employing human staff did not lead to improved brand attitudes toward non-cool brands. Furthermore, the study found that service failure moderated the matching effect between service agents and cool brand images on brand attitude. The matching effect was observed under successful service conditions, but it disappeared when service failure occurred.


Practical implications
The findings offer practical guidance for hospitality companies in choosing service agents based on brand image. Cool brands can swiftly transition to AI, reinforcing their modern, cutting-edge image. Traditional brands may delay AI adoption or integrate it strategically with human staff.


Originality/value
To the best of the authors’ knowledge, this paper represents one of the first studies to address the issue of selecting the optimal service agent based on hospitality brand image. More importantly, it introduces the concept of a cool hospitality brand image as a boundary condition in the framework of AI research, providing novel insights into consumers’ ambivalent responses to AI observed in previous studies.


When cool hospitality brand meets AI: exploring the matching effect of service agents and brand images on brand attitude

This study examines the relationship between instrumental timbre and brand personality and its underlying mechanisms. Our findings demonstrate that the connotative meanings of instrumental timbre act as a cognitive mechanism behind the timbre-brand association based on gender stereotypes. Specifically, sogos created using feminine instruments that connote positive valence are matched with sincerity dimension. Similarly, sogos created using masculine instruments that connote potency are matched with ruggedness, and this relationship is mediated by the perception of low pitch. Further, creating sogos with instruments that match a brand’s personality evokes congruence of brand attributes, which in turn positively impacts brand attitude and purchase intention. These findings contribute to the literature on branding and sensory marketing by linking instrumental timbre with the well-known brand personality scale and the EPA (Evaluation, Potency, and Activity) framework. Insights learnt can help brands create sogos that are congruent with their brand’s personality. 

Influencing brand personality with sonic logos: The role of musical timbre

Healthy-Angular, unhealthy-circular: Effects of the fit between shapes and healthiness on consumer food preferences

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Healthy-Angular, unhealthy-circular: Effects of the fit between shapes and healthiness on consumer food preferences