Would You Like a Bite?: Males' Preferences For Dessert Advertisements With a Bite Mark

Donya Shabgard, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Does the portrayal of food influence our perceptions based on whether the advertisement shows it cut, bitten, or whole? Male participants with no dieting experience and those with previous dieting experience significantly differed on product attitudes, purchase intentions, and expectations of product taste across the pictures whereas women did not.
[ to cite ]:
Donya Shabgard and Kelley Main (2015) ,"Would You Like a Bite?: Males' Preferences For Dessert Advertisements With a Bite Mark", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 806-806.