Photo vs. art? The design of consumption guidance in cultural food consumption |
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| Institution: | 1. School of Sport, Tourism and Hospitality Management, Temple University, 1810 N 13th Street, Speakman Hall 332, PA, USA;2. Hospitality Management Program, The Ohio State University, 265C Campbell Hall, 1787 Neil Avenue, Columbus, OH 43210, USA;3. Hospitality Management Program, The Ohio State University, 265L Campbell Hall, 1787 Neil Avenue, Columbus, OH 43210, USA;4. International Tourism and Management, City University of Macau, Macau, China;1. Department of Apparel, Events and Hospitality Management, Iowa State University, 7E MacKay LeBaron Hall, 2302 Osborn Drive, Ames, IA 50011-1078, USA;2. Department of Apparel, Events and Hospitality Management, Iowa State University, 1084C LeBaron Hall, 626 Morrill Rd., Ames, IA 50011-1078, USA;3. School of Hospitality and Tourism Management, Purdue University, Room 245, Marriott Hall, 900W. State Street, West Lafayette, IN 47907-2115, USA;4. Department of Hospitality & Tourism Management, College of Merchandising, Hospitality & Tourism, University of North Texas, 1155 Union Circle, #311100, Denton, TX 76203-5017;1. College of Tourism, Huaqiao University, Chenghuabei Road, Quanzhou, Fujian Province 362021, China;2. School of Tourism Management, South China Normal University, Zhongshan Road, Guangzhou, Guangdong Province 510631, China;1. Middlesex University London, Department of Marketing, Branding and Tourism, Room W207, Williams Building, The Burroughs, London NW4 4BT, United Kingdom;2. Ministry of Education and Religious Affairs, Directorate of Secondary Education of Chios, Kalouta 2, 82131 Chios, Greece;1. Department of Hospitality Management, Shanghai Business School, China;2. Department of Tourism, Sport and Hotel Management, Griffith University, Australia;3. Tourism School, Sichuan University, China;1. Department of Marketing & Tourism Management, College of Business Administration, Capital University of Economics and Business, Beijing, 100070, China;2. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA, 50010, USA;3. Howard Feiertag Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA |
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| Abstract: | Drawing on mental simulation theory, this research examines the impact of consumption guidance and, in particular, the use of visual illustration in the design of consumption guidance on consumers’ evaluations of cultural food consumption. Through two consecutive studies, our research shows that photo (vs. art) illustration more effectively boosts consumers’ perceived food attractiveness and future purchase intention for cultural food consumption. The advantage of photo (vs. art) illustration is also moderated by ritual practice and consumers’ cosmopolitanism, as well as consumption guidance format. Moreover, we demonstrate that cognitively engaged mental simulation is the psychological mechanism underlying the conditional impact of photo (vs. art) illustration on consumers’ evaluations. These findings offer notable implications for theory and practice and present promising avenues for future research. |
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| Keywords: | Cultural food consumption Visual illustration Ritual Cosmopolitanism Consumer behavior Experimental design |
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