School of Journalism and Communication, Jinan University, Guangzhou, People's Republic of China.
School of Communication, Florida State University, Tallahassee, Florida, USA.
J Health Commun. 2021 Nov 2;26(11):773-780. doi: 10.1080/10810730.2021.2008550. Epub 2021 Nov 30.
Social norms play a key role in dietary behaviors. This study tested the underlying mechanism behind social norm effects in the context of the influences of social eating cues (individual vs. group eating cues) in fast food advertisements on motivational responses. Our results indicated that food ads with group eating cues elicited stronger appetitive activation resulting in greater orbicularis oculi activation and greater skin conductivity level, indicating more positive emotional feelings and more sympathetic arousal, compared to food ads with individual eating cues. Group eating cues also led to more favorable self-reported attitudes toward the advertised food products and brands. Overall, findings from this study suggest that exposure to food ads with group eating cues yield greater appetitive responses toward these types of ads and their products, likely creating a stronger degree of perceived social support. Implications are discussed.
社会规范在饮食行为中起着关键作用。本研究在社会进食线索（个体进食线索与群体进食线索）对快餐广告中动机反应影响的背景下，测试了社会规范效应的潜在机制。结果表明，与个体进食线索的食物广告相比，有群体进食线索的食物广告会引起更强烈的食欲激活，导致眼轮匝肌活动和皮肤电导率水平更高，这表明更积极的情绪感受和更强的交感神经唤醒。与个体进食线索的食物广告相比，群体进食线索还会导致对广告产品和品牌的态度更有利。总的来说，这项研究的结果表明，接触有群体进食线索的食物广告会对这类广告及其产品产生更强烈的食欲反应，可能会产生更强的感知社会支持度。讨论了其影响。
