Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness

This research examines whether different hand-holding appeals (verbal hand vs. visual hand with product directly vs. visual hand with product indirectly) in food advertising affects product evaluation. The product type (vice vs. virtue) was tested as the moderator. The contamination effect is found as the underlying mechanism.



Citation:

Chun-Tuan Chang, Xing-Yu (Marcos) Chu, Chun-Chen Tsai, and Dickson Tok (2018) ,"Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 505-506.

Authors

Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

B3. The Effect of Temporal Distance on Online Reviews’ Recommendation Power: The Role of Spontaneous Retrieval and Perceived Trust

Kyu Ree Kim, Seoul National University
Wujin Chu, Seoul National University

Read More

Featured

E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?

Qingqing Guo, Shanghai Jiao Tong University

Read More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.