Warm Or Cold? the Effect of Visual Temperature on Food Choice

This research demonstrates that consumers have built the association between visual warmth (visual coldness) and unhealthy foods (healthy foods). As a result, consumers are more likely to choose healthy foods in restaurants with visually warm designs. The research contributes to the literature on visual temperature effects and food consumption.


Yining Yu, Miaolei Jia, Bingjie Li, Shichao Wang, and Lei Wang (2021) ,"Warm Or Cold? the Effect of Visual Temperature on Food Choice", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 905-905.


Yining Yu, Zhejiang University
Miaolei Jia, University of Warwick
Bingjie Li, University of Warwick
Shichao Wang, Hangzhou Normal University
Lei Wang, Zhejiang University


NA - Advances in Consumer Research Volume 49 | 2021

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