Impact Of Incomplete Food Ad Image On Purchase Intention

Picture presentation is a very common form of information delivery,research has shown that the content and form of the picture will affect the attitude and behavior of consumers.This study focuses on the impact of the presentation of food ad images on consumer behavioral intentions.It is very common to present the food in a complete form(preserving the original structure)and the incomplete form(breaking the original structure)in the food advertising picture.However,the existing study does not conclude which form is better As well as what the underlying mechanism is.This study will explore the above research questions.Based on the perspective of embodied mental simulation,this research will explore the impact of food's completeness in the food advertising image on consumers' desire to eat and purchase intention.We have done four sets of experiments,the experimental 1 test the main effect,the experimental results show that compared to complete food advertising pictures,incomplete food advertising images will lead to consumers have a higher desire to eat and purchase intention.In the experiment 2,the mediating mechanism of the main effect was tested by the method of measuring the scale.The experimental results verified the mediating effect of the level of embodied mental simulation.Experiment 3 re-tests the main effect of the mediation mechanism,but we make use of experimental manipulation method to suppress the two groups of physical simulation,the experimental results once again proved that the embodied mental simulation is the mediator of the effect that the completeness of the food in the image to the consumer's desire to eat and purchase intention,and ruled out other significant explanatory mechanisms.Experiment 4 examines the possible effects of the pollution effect on the main effect of this research,adding the variable of "pollution cue significance".The experimental results show when the pollution cue is significant,the advertisement image of incomplete food will reduce the consumers' desire to eat and purchase intention.This research enriches the application of the ground cognitive theory,the embodied mental simulation theory,the law of pollution and provide an implication for the advertising decision makers of food and other types of products.