Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat
Customers' visualization influences their choice of foods based on the appearance and presentation of food images in marketing communication. Despite the momentous role of complex food images in gaining consumers' attention, the propositions of complex food image effects are rare in sensor...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Instituto Superior de Entre Douro e Vouga
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116624/ http://psasir.upm.edu.my/id/eprint/116624/1/116624.pdf |
| _version_ | 1848867051718836224 |
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| author | Nwankwo-Ojionu, Chimeziem Elijah Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina Elijah, Emem Chimeziem |
| author_facet | Nwankwo-Ojionu, Chimeziem Elijah Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina Elijah, Emem Chimeziem |
| author_sort | Nwankwo-Ojionu, Chimeziem Elijah |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Customers' visualization influences their choice of foods based on the appearance and presentation of food images in marketing communication. Despite the momentous role of complex food images in gaining consumers' attention, the propositions of complex food image effects are rare in sensory cues and food advertising literature. The present study investigated whether complex food images increase consumers' evaluation and predisposition to desire to eat in two experiments with a post-test only between-subject design. Participants (N=300) in four design complexity principles 150 (75 complex and 75 simple), 150 (75 aesthetic and 75 displeasing). The findings from the two studies revealed that complex and aesthetic food images significantly increased the desire to eat when the food images in the advertisement are elaborate, attractive, bright, arousal, multiple, and satisfying—indicating a cross-modal correspondence between complex food images and the desire to eat. Palatable positively mediated the relationship between complex, aesthetic food images and the desire to eat. Theoretical and practical implications for design complexity in food marketing communication are discussed. |
| first_indexed | 2025-11-15T14:30:21Z |
| format | Article |
| id | upm-116624 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:30:21Z |
| publishDate | 2024 |
| publisher | Instituto Superior de Entre Douro e Vouga |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1166242025-04-14T04:05:31Z http://psasir.upm.edu.my/id/eprint/116624/ Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat Nwankwo-Ojionu, Chimeziem Elijah Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina Elijah, Emem Chimeziem Customers' visualization influences their choice of foods based on the appearance and presentation of food images in marketing communication. Despite the momentous role of complex food images in gaining consumers' attention, the propositions of complex food image effects are rare in sensory cues and food advertising literature. The present study investigated whether complex food images increase consumers' evaluation and predisposition to desire to eat in two experiments with a post-test only between-subject design. Participants (N=300) in four design complexity principles 150 (75 complex and 75 simple), 150 (75 aesthetic and 75 displeasing). The findings from the two studies revealed that complex and aesthetic food images significantly increased the desire to eat when the food images in the advertisement are elaborate, attractive, bright, arousal, multiple, and satisfying—indicating a cross-modal correspondence between complex food images and the desire to eat. Palatable positively mediated the relationship between complex, aesthetic food images and the desire to eat. Theoretical and practical implications for design complexity in food marketing communication are discussed. Instituto Superior de Entre Douro e Vouga 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/116624/1/116624.pdf Nwankwo-Ojionu, Chimeziem Elijah and Adzharuddin, Nor Azura and Waheed, Moniza and Mohd Khir, Azlina and Elijah, Emem Chimeziem (2024) Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat. International Journal of Marketing, Communication and New Media, spec.. pp. 1-20. ISSN 2182-9306 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/775 10.54663/2182-9306.2024.specialissuemd.26-45 |
| spellingShingle | Nwankwo-Ojionu, Chimeziem Elijah Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina Elijah, Emem Chimeziem Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat |
| title | Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat |
| title_full | Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat |
| title_fullStr | Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat |
| title_full_unstemmed | Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat |
| title_short | Design complexity: assessing cross-modal correspondence between complex food images and the desire to eat |
| title_sort | design complexity: assessing cross-modal correspondence between complex food images and the desire to eat |
| url | http://psasir.upm.edu.my/id/eprint/116624/ http://psasir.upm.edu.my/id/eprint/116624/ http://psasir.upm.edu.my/id/eprint/116624/ http://psasir.upm.edu.my/id/eprint/116624/1/116624.pdf |