I Want What You’Re Having, But Don’T Look At Me: Human Presence in Food Images
How do consumers value food presented with a human presence (i.e., someone at the table)? Studies showed that consumers have higher food preferences, purchase intentions and willingness-to-pay for food items presented with a human presence, however this positive effect diminishes when that human makes direct eye contact with the audience.
Citation:
Ronghan (Michelle) Wang, Kathy LaTour, and Suzanne Shu (2021) ,"I Want What You’Re Having, But Don’T Look At Me: Human Presence in Food Images", 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: 911-911.
Authors
Ronghan (Michelle) Wang, Cornell University
Kathy LaTour, Cornell
Suzanne Shu, Cornell
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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