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.


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.


Ronghan (Michelle) Wang, Cornell University
Kathy LaTour, Cornell
Suzanne Shu, Cornell


NA - Advances in Consumer Research Volume 49 | 2021

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