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Marketing online food images via color saturation: A sensory imagery perspective
Liu, Stephanie Q.1; Wu, Laurie Luorong2; Yu, Xi3; Huang, Huiling4
2022-11-01
Source PublicationJournal of Business Research
ABS Journal Level3
ISSN0148-2963
Volume151Pages:366-378
Abstract

Restaurants post alluring images of their food offerings on social media and online ordering platforms. However, the marketing literature has offered limited guidance on how consumers process and respond to online food images and effective visual design strategies. From a sensory imagery perspective, this research examines color saturation as a marketing strategy that shapes consumers’ responses to online food images. Findings from two experimental studies demonstrate that food images presented with high (vs. low) color saturation can effectively boost consumers’ purchase intention. Furthermore, the effects of color saturation are influenced by visual distance (distal vs. proximal) and consumption context (solitary vs. social). More specifically, the advantage of high color saturation is attenuated when a food item appears visually proximal or when social consumption is anticipated. Serial mediation analyses suggest that heightened freshness and tastiness perceptions drive the color saturation effect. Visual design strategies for marketing online food images are discussed.

KeywordConsumer Behavior Food Images Online Marketing Sensory Imagery Visual Design
DOI10.1016/j.jbusres.2022.06.061
URLView the original
Indexed BySSCI
Language英語English
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
WOS IDWOS:000855045400007
Scopus ID2-s2.0-85134321472
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Cited Times [WOS]:0   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Affiliation1.Hospitality Management Program, The Ohio State University, Columbus, 265C Campbell Hall, 1787 Neil Avenue, 43210, United States
2.School of Sport, Tourism and Hospitality Management, Temple University, Speakman Hall 332, 1810 N 13th Street, 19122, United States
3.Faculty of International Tourism and Management, City University of Macau, Taipa, 4F, Building N, Avenida Padre Tomás Pereira, China
4.Department of Integrated Resort and Tourism Management, University of Macau, Taipa, E22-3033, Avenida da Universidade, Macao
Recommended Citation
GB/T 7714
Liu, Stephanie Q.,Wu, Laurie Luorong,Yu, Xi,et al. Marketing online food images via color saturation: A sensory imagery perspective[J]. Journal of Business Research,2022,151:366-378.
APA Liu, Stephanie Q.,Wu, Laurie Luorong,Yu, Xi,&Huang, Huiling.(2022).Marketing online food images via color saturation: A sensory imagery perspective.Journal of Business Research,151,366-378.
MLA Liu, Stephanie Q.,et al."Marketing online food images via color saturation: A sensory imagery perspective".Journal of Business Research 151(2022):366-378.
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