感知到的食物价值取决于显示格式,偏好强度和物理可访问性
Jacqueline C Walsh-Snow1, Yueran Yang1, Carissa A Romero1
1Department of Psychology, University of Nevada, Reno. Mail Stop 296, 1664 N. Virginia Street, Reno, NV, 89557, USA.
Appetite
|March 21, 2025
概括
展示真正的食物,而不仅仅是图像,增加了支付意愿 (WTP),特别是在适度喜欢的项目. 在食品估值方面,这种"真正的对象优势"可能会鼓励人们选择更健康的饮食选择.
科学领域:
- 决策科学科学 决策科学
- 消费者行为 消费者行为
- 食物心理学 食物心理学
背景情况:
- 实验室研究经常使用二维食物图像,假设它们取代了真实的食物刺激.
- 有证据表明",真实物体优势"在现实食物和图像中支付意愿 (WTP) 较高.
- 这种优势通过刺激的可及性和偏好的调节还不太清楚.
研究的目的:
- 调查食品估值中的"实际对象优势"是否受到刺激可访问性和主观食物偏好的影响.
- 为了确定显示格式 (真实对象与图像),可访问性 (封闭与非封闭) 和WTP上的偏好强度之间的相互作用.
- 评估是否感知障碍对真实物体和图像的估值有不同的影响.
主要方法:
- 参与者对以真实物体或计算机图像形式呈现的零食食品进行了货币投标 (WTP).
- 在一半的试验中引入了一个透明的屏障,以操纵刺激的可访问性.
- 线性混合效应建模用于分析WTP数据.
主要成果:
- 总体而言,与图像相比,真实食品对象的WTP大约高出7%.
- "真正的对象优势"仅对适度偏好强度的食物有意义,而不是强度偏好.
- 对于未被遮蔽的刺激,WTP更高,但这种效应在真实物体和图像中是一致的.
结论:
- 食品估价中的"实际对象优势"受到主观偏好的调节,似乎是适度喜欢的食物.
- 消除感知障碍会增加价值,无论食物是真实的还是图像的.
- 展示真正的食物,特别是那些有中等吸引力的食物,可以提高价值,并可能促进更健康的饮食习惯.
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