I See, I Sense, I Desire: How Spatial Distance of Indulgent Products Within Advertisements Affects Desire to Eat, Purchase Intention, and Satiation?
This paper shows that spatially proximal (versus distant) depiction of an indulgent food evinces higher consumption outcomes, mediated through greater perceived tastiness. However, multiple exposures to similar depictions attenuate the effects by triggering satiation. We find support for these predictions across three studies and rule-out alternate explanations.
Sumit Malik, Eda Sayin, and Kriti Jain (2019) ,"I See, I Sense, I Desire: How Spatial Distance of Indulgent Products Within Advertisements Affects Desire to Eat, Purchase Intention, and Satiation?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 764-765.
Sumit Malik, IE Business School, IE University, Spain
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain
NA - Advances in Consumer Research Volume 47 | 2019
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