Illusion of Illustration: the Impact of Picture Style on Dieters' Perception of Vice Food

Pei-Wen Fu, National Sun Yat-sen University, Taiwan
Pei-Chi Chen, National Sun Yat-sen University, Taiwan
Ying-Ying Li, National Sun Yat-sen University, Taiwan
Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
This research investigates how different picture styles (photograph versus illustration) and dieting tendency influence consumers’ perception of vice food. The results show that illustrated, rather than photographic picture, results in a healthier perception of vice food for dieters. Besides, dieters’ attention focus serves as the underlying mechanism.
[ to cite ]:
Pei-Wen Fu, Pei-Chi Chen, Ying-Ying Li, and Chun-Tuan Chang (2016) ,"Illusion of Illustration: the Impact of Picture Style on Dieters' Perception of Vice Food", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 731-731.