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The “Proximal Depiction Effect” of Indulgent (Versus Non-Indulgent) Foods on Consumer Responses

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dc.contributor.authorSayin, Eda
dc.contributor.authorJain, Kriti
dc.contributor.authorMalik, Sumit
dc.contributor.funderPeople Programme (Marie Curie Actions) of the European Union’s Seventh Framework Programme
dc.contributor.funderREA Grant Agreement
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-11-08T12:15:30Z
dc.date.available2024-11-08T12:15:30Z
dc.date.issued2022-10-13
dc.description.abstractPurpose This paper aims to examine the effect of proximal (versus distant) depiction of food products within an advertising or online context on consumer responses across food types (indulgent versus non-indulgent) and display formats that lead to a single exposure (e.g. billboard) versus multiple exposures (e.g. online menu). Design/methodology/approach Five experimental studies, using both implicit and explicit elicitation techniques, demonstrate the effect of proximal food depictions. The paper rules out alternative explanations (portion-size perception and participants’ bodily distance) and controls for several other factors (e.g. visual crowding, body-mass index, dietary restrictions, etc.) Findings The studies find that proximal food pictures are implicitly associated with tastiness more for indulgent (vs non-indulgent) foods; lead to higher purchase intention for indulgent food upon a single exposure driven by enhanced perceived tastiness; and evoke satiation upon multiple exposures. Research limitations/implications This research identifies the effect of spatial proximity of food depiction on consumer responses using different stimuli. Future work could explore the effects in alternate consummatory contexts. Practical implications The findings provide clear instructions to marketers and policymakers on how to tailor consumer responses using spatial distance in depiction of food products, depending on the food type and display format. Understanding the effect of visual food cues will help policymakers devise strategies to counter over-consumption, which increases the risk of non-communicable diseases and reduces consumer well-being (SDG 3, United Nations). Originality/value Introducing a novel pictorial cue (i.e. the spatial distance of product depiction), this paper contributes insights to the literature on implicit associations, visual information processing, satiation, over-consumption and food marketing.
dc.description.peerreviewedyes
dc.description.statusPublished
dc.formatapplication/pdf
dc.identifier.citationMalik, S., Sayin, E. and Jain, K. (2022), "The “proximal depiction effect” of indulgent (versus non-indulgent) foods on consumer responses", European Journal of Marketing, Vol. 56 No. 11, pp. 2833-2861. https://doi.org/10.1108/EJM-01-2022-0013
dc.identifier.doihttps://doi.org/10.1108/EJM-01-2022-0013
dc.identifier.issn0309-0566
dc.identifier.officialurlhttps://www.emerald.com/insight/content/doi/10.1108/ejm-01-2022-0013/full/html
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3318
dc.issue.number11
dc.journal.titleEuropean Journal of Marketing
dc.language.isoen
dc.page.final2861
dc.page.initial2833
dc.page.total45
dc.publisherEmerald Publishing Limited
dc.relation.departmentMarketing & Communication
dc.relation.entityIE University
dc.relation.projectIDFP7/2007‐2013
dc.relation.projectID631070/IJ‐KJP
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.keywordProximal Food Depictions
dc.subject.keywordFood Advertising
dc.subject.keywordOver-consumption
dc.subject.keywordIndulgent Food
dc.subject.keywordImplicit & Explicit Beliefs
dc.titleThe “Proximal Depiction Effect” of Indulgent (Versus Non-Indulgent) Foods on Consumer Responses
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/acceptedVersion
dc.volume.number56
dspace.entity.typePublication
relation.isAuthorOfPublication66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
relation.isAuthorOfPublication6f3f29e3-60b2-4801-9a85-612cddb42f4a
relation.isAuthorOfPublication.latestForDiscovery66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
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