Is Your Food Organic? Examining the Role of Food Aesthetics in Restaurant Marketing

IF 4.4 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Xi Yu, Stephanie Q. Liu
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引用次数: 4

Abstract

Many restaurants believe that an aesthetically pleasing food presentation can help attract customers and elevate their evaluations. Yet the effectiveness of expressive aesthetics and the psychological processes associated with its use are not well understood in hospitality research. This study adopts a consumer behavior lens to explore how expressive aesthetics affects consumers’ decision making about organic versus conventional food in the restaurant setting. Findings reveal that the expressive aesthetics strategy is effective when marketing conventional, nonorganic food; however, such a strategy decreases consumers’ purchase intentions when the food is described as organic. Furthermore, an investigation of the underlying psychological mechanism indicates that anticipated pleasure and food temptation serially mediate the impacts of expressive aesthetics and food type on purchase intention.
你的食物是有机的吗?考察食品美学在餐饮营销中的作用
许多餐馆认为,美观的食物展示有助于吸引顾客并提高他们的评价。然而,在酒店研究中,表达美学的有效性及其使用的心理过程并没有得到很好的理解。本研究采用消费者行为视角,探讨表达美学如何影响消费者在餐厅环境中对有机食品和传统食品的决策。研究结果表明,表达美学策略在营销传统的非有机食品时是有效的;然而,当食品被描述为有机食品时,这种策略会降低消费者的购买意愿。此外,对潜在心理机制的研究表明,预期快感和食物诱惑在表达美学和食物类型对购买意向的影响中起着连续的中介作用。
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来源期刊
Journal of Hospitality & Tourism Research
Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
10.10
自引率
9.50%
发文量
54
期刊介绍: The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.
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