Should She Hold It or Should She Eat It? The Efficient Pose of Testimonials to Improve Perceptions of Tastiness of Food Products

  • Martina Manouras
  • Heribert Gierl
Part of the European Advertising Academy book series (EAA)


There is consensus in research that food tastiness is not only contingent on the food itself (e.g., its ingredients, colors, or its preparation) but also on context factors such as lighting while consuming the food and on the use of communication and promotional tools. Regarding the latter measures, prior research focused on the shape of food packaging and on verbal and visual advertising cues.


Test Stimulus Healthy Food Consumer Research Test Person Unhealthy Food 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  1. 1.MarketingUniversität AugsburgAugsburgGermany

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