Consumer Responses to Visual Cues in Food Ads: Considering Endorser Body Size (In)Congruence with Healthy and Unhealthy Foods

Advertisers embed ads with cues that communicate an array of information to consumers, such as product quality, healthfulness, and performance, among others. This study examines how congruence in visual cues in food ads such as the brand logo, brand copy, product, and the presence of endorsers with different body sizes influence consumers’ responses to ads. Using self-reported and eye-tracking data, results show that incongruent cues led to more visual attention and stronger attitudinal responses. For congruence conditions, effects differed between healthy and unhealthy food ads.