The interpersonal effect of hunger: How others' hunger shapes consumer expected taste perceptions of advertised foods

Expected taste perceptions of advertised foods play a crucial role in consumer purchase decisions, yet these perceptions are heavily influenced by external food cues. While extensive research has examined various external factors affecting taste expectations, the impact of others' hunger has remained unexplored. The current research investigates how exposure to others' hunger in advertising contexts shapes consumers' expected taste perceptions of advertised foods. Through three studies, our findings show that consumers expect food to taste better when exposed to others' hunger, with this effect being serially mediated by self-hunger perception and mental simulation. This work contributes to the literature by addressing a significant gap in understanding how others' hunger influences individuals' expected taste perceptions, and by identifying a novel external cue that enhances these perceptions. Additionally, this research offers practical implications for food marketers on effectively incorporating social cues into their advertising strategies.