Vermeir Iris, Roose Gudrun
BE4LIFE, Department of Economics and Business Administration, Ghent University, Tweekerkenstraat 2, 9000 Ghent, Belgium.
IESEG, School of Management, 59000 Lille, France.
Foods. 2020 Oct 19;9(10):1495. doi: 10.3390/foods9101495.
This review aims to tackle the challenge of understanding how visual design cues can affect behavioural outcomes in a food context. The review answers two key questions: (1) What are the effects of the most important visual design cues on behavioural outcomes and how can they be explained? (2) What are the research gaps in this area? We start from a comprehensive taxonomy of visual design cues delineating the most important visual design cues. Next, we evaluate the extant research based on a structured, narrative literature review on visual design cues in the food domain. We differentiate between object processed and spatially processed visual design cues in food choice contexts and show how they affect behavioural outcomes through a range of psychological processes (attention, affective-, cognitive- and motivational reactions, food perceptions and attitudes). We end with recommendations which take into account the current food store context, the state-of-art in measuring psychological processes and behavioural outcomes and the specific food-, person- and context-related moderators. This review offers guidance for research to untangle the complexity of the effect of visual design cues in a food choice context.
本综述旨在应对一项挑战，即理解视觉设计线索如何在食品情境中影响行为结果。该综述回答了两个关键问题：（1）最重要的视觉设计线索对行为结果有哪些影响，以及如何解释这些影响？（2）该领域的研究差距有哪些？我们从视觉设计线索的全面分类法入手，勾勒出最重要的视觉设计线索。接下来，我们基于对食品领域视觉设计线索的结构化叙述性文献综述，对现有研究进行评估。我们区分了食品选择情境中经过对象处理和空间处理的视觉设计线索，并展示它们如何通过一系列心理过程（注意力、情感、认知和动机反应、食品认知和态度）影响行为结果。我们最后提出了一些建议，这些建议考虑了当前的食品商店环境、测量心理过程和行为结果的最新技术，以及与食品、个人和情境相关的特定调节因素。本综述为研究提供了指导，以理清视觉设计线索在食品选择情境中影响的复杂性。
