Stephanie Q. Liu , Laurie Luorong Wu , Xi Yu , Huiling Huang
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引用次数: 9
Abstract
Restaurants post alluring images of their food offerings on social media and online ordering platforms. However, the marketing literature has offered limited guidance on how consumers process and respond to online food images and effective visual design strategies. From a sensory imagery perspective, this research examines color saturation as a marketing strategy that shapes consumers’ responses to online food images. Findings from two experimental studies demonstrate that food images presented with high (vs. low) color saturation can effectively boost consumers’ purchase intention. Furthermore, the effects of color saturation are influenced by visual distance (distal vs. proximal) and consumption context (solitary vs. social). More specifically, the advantage of high color saturation is attenuated when a food item appears visually proximal or when social consumption is anticipated. Serial mediation analyses suggest that heightened freshness and tastiness perceptions drive the color saturation effect. Visual design strategies for marketing online food images are discussed.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.