Change in Horizon, Change in Food Attitudes? the Impact of Horizon Positioning in Food Advertising

This study explores whether the positioning of the horizon in panoramic ads affects food attractiveness. We propose that (un)healthy food may benefit from panoramic appeals showing a low (high) horizon because both, a (un)healthy food and a low (high) horizon, induce abstract (concrete) construal and as such generate processing fluency.


Gudrun Roose, Maggie Geuens, and Iris Vermeir (2015) ,"Change in Horizon, Change in Food Attitudes? the Impact of Horizon Positioning in Food Advertising", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 805-805.


Gudrun Roose, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium


NA - Advances in Consumer Research Volume 43 | 2015

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