While scholarly acumen of consumer engagement, defined as a consumer's resource
investment in his/her brand interactions, is burgeoning, its theoretical interface with …

Purpose The purpose of this paper is to (1) characterize representational and
nonrepresentational images;(2) review the literature on representational and …

Purpose Consumers often use various cues such as health stars and nutrition claims on
product packaging to draw inferences regarding healthfulness. However, much less is …

In retail environments, consumers are constantly exposed to in‐store marketing
communication activities. However, relatively little is known about the attribution of human …

Busyness is prevalent for modern consumers, but there is limited understanding of how it
affects consumers' food-related responses. The current research addresses this knowledge …

Visual imagery is one of the most important methods of communicating with consumers, but
scholars have generally neglected the role of different forms of visual imagery …

At the times of obesity epidemic, innovative ways to nudge food shoppers toward healthier
choices are needed. Key ideas from the conceptual metaphor processing, food symbolism …

Purpose The study employs two independent experimental studies to collect data. It focuses
on the matching effect between advertising appeals and product types. The Elaboration …

Purpose This paper aims to examine the image realism effect, studying how changing the
front-of-package visual affects the acceptance of an insect-based food by consumers. By …

This paper explores binary food choices through the lens of information load theory. We
conducted two laboratory studies using the eye-tracking approach to understand the …