![]() ![]() Compared to text, images more effectively attract attention, are processed more rapidly and automatically (Luna and Peracchio, 2003 Townsend and Kahn, 2013), and more effectively elicit emotions. Food images play an essential role in this process. O2O food delivery services allow customers to order food items through mobile apps or websites and have them delivered to their workplace or home within a short timeframe. One of the main drivers is the increasing popularity of the online-to-offline (O2O) food delivery market (Wang et al., 2020 Xu and Huang, 2019), which has increased significantly since the outbreak of the COVID-19 pandemic. To date, there is a growing interest in the emotional response to food images (for a recent review, see e.g. Emotions are a major driver behind human consumption behaviour (Desmet and Schifferstein, 2008 Gutjar et al., 2015). Images can trigger emotional processing, which in turn influences consumers’ perceptions and attitudes towards a product or service (Lee et al., 2009 Poor et al., 2013). Food images are for instance effectively used for culinary tourism promotion and for destination marketing to influence travel planning (Andersson et al., 2016 Liu et al., 2013). Images play an important role in advertising food since they have a strong impact on customer attitudes and expectations (Jaeger and MacFie, 2001 Townsend and Kahn, 2013). For instance, an attractive food image may capture one’s attention and evoke a positive emotion that results in the decision to buy the food that is displayed or to visit a restaurant that serves it, while an aversive image may lead to the opposite behaviour (Dalenberg et al., 2014). The kind of food we buy in a grocery store, or order in a restaurant or a snack bar, is not only determined by what we desire to eat, but also by what we perceive in our surroundings. The results of this exploratory study may be relevant for the design of websites of food delivery services and restaurant menus. These inter-trial effects were larger for males than for females, but independent of the participants’ BMI, age, and cultural background. For valence, we observed a positive dependence for the immediately preceding trial only, while a negative (repulsive) dependence was present up to four trials back. For a given trial, the arousal rating depends on the arousal ratings up to three trials back. The analyses showed that valence and arousal ratings for a given food image are both assimilated towards the ratings on the previous trial (i.e., a positive serial dependence). For both measures, we conducted an inter-trial analysis, based on whether the rating on the preceding trial(s) was low or high. Participants from 16 different countries ( N = 1278) watched a randomly presented sequence of 60 different food images and reported their affective appraisal of each image in terms of valence and arousal. Here, we investigated whether such sequential effects influence the affective appraisal of food images. How we perceive the world is not solely determined by our experiences at a given moment in time, but also by what we have experienced in our immediate past. ![]() Humanities and Social Sciences Communications volume 8, Article number: 228 ( 2021) Sequential dependency for affective appraisal of food images ![]()
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