被咬伤的食物图像在营销传播中的影响
Ripinka Koli Patil1, Courtney Szocs2
1Southern Illinois University, 1263 Lincoln Dr, Carbondale, IL, 62901, USA.
Appetite
|June 20, 2024
概括
在营销中被咬伤的食物图像可以通过代理诱惑来增加消费者的兴趣,但也可能导致负面的情感冲突,根据上下文不同影响产品反应.
科学领域:
- 消费者心理学 消费者心理学
- 营销科学 营销科学
- 食品市场营销 食品营销
背景情况:
- 营销沟通经常使用被咬伤和未被咬伤的食物的图像.
- 对于广告商来说,了解消费者对这些视觉线索的反应至关重要.
研究的目的:
- 调查如何以及为什么被咬伤的食物图像会影响消费者行为.
- 确定这些影响背后的心理机制.
主要方法:
- 一项实地研究检查了优惠券赎回率.
- 有预先注册分析的受控在线研究.
- 研究了代理诱惑和情感冲突作为调解因素.
主要成果:
- 实地研究表明,有被咬伤的食物图像的优惠券的赎回率更高.
- 在线研究显示,由于相互竞争的机制,产生不一致的效应.
- 代理诱惑对反应产生积极影响,而情绪冲突对它们产生负面影响.
结论:
- 被咬伤的食物图像的影响取决于代理诱惑和情感冲突之间的相互作用.
- 研究结果为食品行业的视觉营销策略提供了洞察力.
相关概念视频
The Tongue and Taste Buds
36.6K
The surface of the tongue is covered with various small bumps called papillae, which either distribute what has been ingested (filiform papillae) or contain the sensory taste (or gustatory) receptor cells (fungiform, circumvallate, and foliate papillae). Embedded within each taste-related papilla are the taste buds—clusters of 30 to 100 gustatory receptor cells.
36.6K
Taste Buds and Receptors
1.9K
Gustation, or the sense of taste, is intrinsically linked to the anatomical structures located on the tongue. This organ's surface, along with the entirety of the oral cavity, is adorned with stratified squamous epithelium. Evident on the tongue are elevated structures known as papillae (singular = papilla), which house the mechanisms for the transduction of gustatory stimuli. Four distinct types of papillae exist, each identified by their unique morphological attributes: the circumvallate,...
1.9K
Conditioned Taste Aversion
133
Conditioned taste aversion, also known as sauce béarnaise syndrome, is a phenomenon in which an individual develops an aversion to a certain food taste following a negative experience, typically illness. This form of aversion is a type of classical conditioning in which the taste of the food (conditioned stimulus, CS) is associated with the experience of illness (unconditioned stimulus, UCS).
A notable characteristic of conditioned taste aversion is that it often requires only a single...
A notable characteristic of conditioned taste aversion is that it often requires only a single...
133
The Physiology of Taste
3.8K
The perception of a salty flavor is facilitated by sodium ions within the oral salivary fluid. Upon consumption of a salty substance, salt crystals disassemble, leading to the liberation of its constituents—Na+ and Cl- ions. These ions subsequently dissolve into the salivary fluid present in the oral cavity. The external environment of the gustatory cells experiences an elevation in Na+ concentration, thereby establishing a potent concentration gradient. This gradient propels the...
3.8K
Factorial Design
13.0K
Factorial Analysis is an experimental design that applies Analysis of Variance (ANOVA) statistical procedures to examine a change in a dependent variable due to more than one independent variable, also known as factors. Changes in worker productivity can be reasoned, for example, to be influenced by salary and other conditions, such as skill level. One way to test this hypothesis is by categorizing salary into three levels (low, moderate, and high) and skills sets into two levels (entry level...
13.0K
Defenses Against Pathogens and Herbivores
23.5K
Plants present a rich source of nutrients for many organisms, making it a target for herbivores and infectious agents. Plants, though lacking a proper immune system, have developed an array of constitutive and inducible defenses to fend off these attacks.
23.5K


