Faculty of Economics and Business Administration, Department of Marketing, Innovation and Organisation, Tweekerkenstraat 2, 9000 Ghent, Belgium.
Appetite. 2022 Jan 1;168:105773. doi: 10.1016/j.appet.2021.105773. Epub 2021 Oct 24.
Food desire is an intense motivational state a consumer experiences toward food that accounts for much of consumption. While extant research has shown that experiencing desire elicits consumption imagery, it remains unclear whether consumption imagery alone instigates desire. Even though this directional relationship has been often speculated upon, little empirical study has considered it. This paper empirically identifies imagined consumption as an antecedent of food desire. Six studies show that consumption imagery increases food desire and suggest that this impact is due to induced feelings of deprivation. Our findings also show that increased desire explains previously researched outcomes of imagery, such as a higher willingness to pay for and consumption volumes of the imagined food.
食物欲望是消费者对食物产生的强烈动机状态，这种状态在很大程度上导致了消费。虽然现有研究表明，体验欲望会引发消费意象，但尚不清楚消费意象是否会单独引发欲望。尽管这种方向性关系经常被推测，但很少有实证研究考虑过它。本文从实证角度证明了想象中的消费是食物欲望的一个前因。六项研究表明，消费意象会增加食物欲望，并表明这种影响是由于诱导的剥夺感。我们的研究结果还表明，欲望的增强可以解释之前研究中意象的结果，例如对想象中的食物更高的支付意愿和消费量。
