Do natural pictures mean natural tastes? Assessing visual semantics experimentally

Smith, Viktor; Barratt, Daniel; Sørensen, Henrik Selsøe

doi:10.1515/cogsem-2015-0001

Cited by 28 publications

(28 citation statements)

References 65 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Alternatively, considering that individuals hold expectations regarding the naturalness of different product types (Smith, Barratt, & Selsøe, 2015), researchers can use stimuli (e.g., images of food) pre-tested regarding their perceived level of transformation (see Foroni et al, 2013). Moreover, future studies could also assess beliefs regarding whole and processed foods (e.g., European Food Information Council, 2016), as well as regarding organic food, and examine if such individual differences modulate the impact of the food production claims.…”

Section: Discussionmentioning

confidence: 99%

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

2017

View full text Add to dashboard Cite

The "organic" claim explicitly informs consumers about the food production method. Yet, based on this claim, people often infer unrelated food attributes. The current research examined whether the perceived advantage of organic over conventional food generalizes across different organic food types. Compared to whole organic foods, processed organic foods are less available, familiar and prototypical of the organic food category. In two studies (combined N = 258) we investigated how both organic foods types were perceived in healthfulness, taste and caloric content when compared to their conventional alternatives. Participants evaluated images of both whole (e.g., lettuce) and processed organic food exemplars (e.g., pizza), and reported general evaluations of these food types. The association of these evaluations with individual difference variables - self-reported knowledge and consumption of organic food, and environmental concerns - was also examined. Results showed that organically produced whole foods were perceived as more healthful, tastier and less caloric than those produced conventionally, thus replicating the well-established halo effect of the organic claim in food evaluation. The organic advantage was more pronounced among individuals who reported being more knowledgeable about organic food, consumed it more frequently, and were more environmentally concerned. The advantage of the organic claim for processed foods was less clear. Overall, processed organic (vs. conventional) foods were perceived as tastier, more healthful (Study 1) or equally healthful (Study 2), but also as more caloric. We argue that the features of processed food may modulate the impact of the organic claim, and outline possible research directions to test this assumption. Uncovering the specific conditions in which food claims bias consumer's perceptions and behavior may have important implications for marketing, health and public-policy related fields.

show abstract

Section: Discussionmentioning

confidence: 99%

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

2017

View full text Add to dashboard Cite

show abstract

“…For consumers, it is particularly important since it lets them know about the visual aspect of the product before buying it, making it a key element in the creation of expectations (Jaeger & MacFie, 2001;Underwood & Klein, 2002). The consumer's response depends on the characteristics of the image as well as whether it is an illustration or a photography (Deliza, Macfie, & Hedderley, 2003;Smith, Barratt, & Selsøe Sørensen, 2015), its size (Neyens, Aerts, & Smits, 2015), the quantity of product units displayed (Madzharov & Block, 2010) and the product used as a serving suggestion (Rebollar et al, 2016). However, in practice the designer very frequently chooses from a selection of different images of the product in which the main variation is the way in which it is represented (e.g.…”

Section: Introductionmentioning

confidence: 99%

How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain

Rebollar

Gil

Lidón

et al. 2017

Food Research International

View full text Add to dashboard Cite

This paper analyses the influence that certain aspects of packaging design have on the consumer expectations of a series of sensory and non-sensory attributes and on willingness to buy for a bag of crisps in Spain. A two-part experiment was conducted in which 174 people evaluated the attributes for different stimuli using an online survey. In the first part, four stimuli were created in which two factors were varied: the packaging material and the image displayed. Interaction was identified between both factors for the attributes Crunchy, High quality and Artisan. For the attributes Salty, Crunchy and Willingness to buy, the image was the only significant factor, with the image displaying crisps ready for consumption being the only one that obtained higher scores. For the attribute Intense flavour, no statistically significant differences were identified among the stimuli. In general terms, the image displayed on the bag had a greater influence than the material from which the bag was made. In the second part, an analysis was made of the most effective way (visual cues versus verbal cues) to transmit the information that the crisps were fried in olive oil. To this end, two stimuli were designed: one displaying an image of an oil cruet and another with an allusive text. For all the attributes (Intense flavour, Crunchy, Artisan, High quality, Healthy and Willingness to buy), higher scores were obtained with the image than with the text. These results have important implications for crisps producers, marketers and packaging designers.

show abstract

“…Artificial pictures are more inauthentic and idealistic, such as non-realistic pictures. A study by Smith et al (2015) selects 12 kinds of food in the market and created two types of images for each of them: one is a photo, the other is an artist’s painting. The audience often considers photos to be more evidential or documentary.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Embarrassing Product, Image Type, and Personal Pronoun: The Mediating Effect of Body Imagery

et al. 2022

View full text Add to dashboard Cite

Consumers often feel embarrassed when buying products like condoms, hemorrhoid cream, and beriberi cream in crowded pharmacies. There is an interesting phenomenon in life: Some beriberi creams use the images of a “real foot”, while others use the images of a “cartoon foot.” Imagine if a young woman needed to go to a retail store for beriberi cream that would embarrass her, she would choose a “real foot image” or a “cartoon foot image” beriberi cream? It has been shown that the embarrassment of these products has a strong negative impact on consumer buying behavior. Previous researches have explored how changing packaging elements of embarrassing products (e.g., color/design/image placement) can effectively reduce consumer embarrassment. However, few have examined the impact of different image types of embarrassing product packaging (artificial vs. natural) with embarrassment. Therefore, this research explores the effect of image types (artificial vs. natural) on consumers’ willingness to purchase embarrassing products and reveals the mechanisms of the underlying effects. The results show that natural images can lead to lower purchase intention of embarrassing products when the advertisement uses first-person pronouns due to the mediating role played by negative body imagery. However, there is no significant difference in purchase intention between different image types in the third-person pronouns. Finally, this paper discusses its contributions and limitations.

show abstract

Do natural pictures mean natural tastes? Assessing visual semantics experimentally

Cited by 28 publications

References 65 publications

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food

How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain

Embarrassing Product, Image Type, and Personal Pronoun: The Mediating Effect of Body Imagery

Contact Info

Product

Resources

About