诱惑
愉快
营销
心理学
食品营销
款待
美学
消费者行为
业务
广告
社会心理学
政治学
艺术
心理治疗师
旅游
法学
作者
Xi Yu,Stephanie Q. Liu
标识
DOI:10.1177/10963480211067275
摘要
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.
科研通智能强力驱动
Strongly Powered by AbleSci AI