Guilt-Free By Association: How Images of Other Consumers Influence Subsequent Taste Perceptions

Morgan Poor, Indiana University, USA
Shanker Krishnan, Indiana University, USA
Adam Duhachek, Indiana University, USA
Images of food are rampant in marketing materials, yet the influence of such images on consumers is not well understood. We show that seeing an image of someone else eating a food versus an image of just the food alone can increase subsequent taste perceptions, but only for hedonic foods.
[ to cite ]:
Morgan Poor, Shanker Krishnan, and Adam Duhachek (2011) ,"Guilt-Free By Association: How Images of Other Consumers Influence Subsequent Taste Perceptions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 63-64.