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

Chapter
Part of the European Advertising Academy book series (EAA)

Abstract

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.

Keywords

Sugar Marketing Posit Olate Rounded 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  1. 1.MarketingUniversität AugsburgAugsburgGermany

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