The Influence of Food Names with Different Levels of Concreteness on Evaluations of Food Deliciousness and Healthiness
Abstract
:1. Introduction
2. Theoretical Background
3. Pilot Material Ratings
3.1. Participants
3.2. Materials
3.3. Procedure
3.4. Results
4. Experiment 1
4.1. Participants
4.2. Design
4.3. Materials
4.4. Procedure
4.5. Results
5. Experiment 2
5.1. Participants
5.2. Design
5.3. Materials
5.4. Procedure
5.5. Results
6. Discussion
7. Conclusions
- Compared to low-concreteness names, high-concreteness names are more likely to be judged as foods or dishes.
- Foods with high-concreteness names have an advantage in the direct perception dimension (deliciousness), whereas foods with low-concreteness names have an advantage in the indirect inference dimension (healthiness).
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
- Piqueras-Fiszman, B.; Spence, C. Sensory Expectations Based on Product-Extrinsic Food Cues: An Interdisciplinary Review of the Empirical Evidence and Theoretical Accounts. Food Qual. Prefer. 2015, 40, 165–179. [Google Scholar] [CrossRef]
- Bacon, L.; Krpan, D. (Not) Eating for the Environment: The Impact of Restaurant Menu Design on Vegetarian Food Choice. Appetite 2018, 125, 190–200. [Google Scholar] [CrossRef] [PubMed]
- Jacob, C.; Boulbry, G.; Guéguen, N. Does the Information Regarding the Ingredients Composing a Dish Influence Consumers’ Decisions? An Evaluation in a Restaurant. J. Hosp. Mark. Manag. 2017, 26, 207–214. [Google Scholar] [CrossRef]
- Chandon, P. How Package Design and Packaged-based Marketing Claims Lead to Overeating. Appl. Econ. Perspect. Policy 2013, 35, 7–31. [Google Scholar] [CrossRef]
- Keller, K.L. Understanding Brands, Branding and Brand Equity. Interact. Mark. 2003, 5, 7–20. [Google Scholar] [CrossRef]
- Wu, H.; Zhou, L.; Ali, F.; Chen, J.-H.; Niu, M.; Hu, J. The Impacts of Electronic versus Waiter Ordering on Consumer’s Healthy Food Choice. Psychol. Mark. 2022, 39, 1156–1169. [Google Scholar] [CrossRef]
- Ilicic, J.; Brennan, S.M. Angelic Brand Name Priming: Saintly Branded Food Influences Brand Healthfulness Perceptions. Eur. J. Mark. 2023, 57, 1099–1129. [Google Scholar] [CrossRef]
- Techawachirakul, M.; Pathak, A.; Calvert, G.A. That Sounds Healthy! Audio and Visual Frequency Differences in Brand Sound Logos Modify the Perception of Food Healthfulness. Food Qual. Prefer. 2022, 99, 104544. [Google Scholar] [CrossRef]
- Techawachirakul, M.; Pathak, A.; Motoki, K.; Anne Calvert, G. Sonic Branding of Meat- and Plant-Based Foods: The Role of Timbre. J. Bus. Res. 2023, 165, 114032. [Google Scholar] [CrossRef]
- Pathak, A.; Calvert, G.A.; Lim, L.K.S. Harsh Voices, Sound Branding: How Voiced Consonants in a Brand’s Name Can Alter Its Perceived Attributes. Psychol. Mark. 2020, 37, 837–847. [Google Scholar] [CrossRef]
- Grewal, D.; Krishnan, R.; Baker, J.; Borin, N. The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. J. Retail. 1998, 74, 331–352. [Google Scholar] [CrossRef]
- Motoki, K.; Pathak, A. The Length of Brand Names Influences the Expectation of Healthiness in Foods and Preference for Healthy Foods. Psychol. Mark. 2023, 40, 1850–1862. [Google Scholar] [CrossRef]
- Irmak, C.; Vallen, B.; Robinson, S.R. The Impact of Product Name on Dieters’ and Nondieters’ Food Evaluations and Consumption. J. Consum. Res. 2011, 38, 390–405. [Google Scholar] [CrossRef]
- Swahn, J.; Mossberg, L.; Öström, Å.; Gustafsson, I.-B. Sensory Description Labels for Food Affect Consumer Product Choice. Eur. J. Mark. 2012, 46, 1628–1646. [Google Scholar] [CrossRef]
- Wansink, B.; Painter, J.; Van Ittersum, K. Descriptive Menu Labels’ Effect on Sales. Cornell Hotel Restaur. Adm. Q. 2001, 42, 68–72. [Google Scholar] [CrossRef]
- Wansink, B.; Van Ittersum, K.; Painter, J.E. How Descriptive Food Names Bias Sensory Perceptions in Restaurants. Food Qual. Prefer. 2005, 16, 393–400. [Google Scholar] [CrossRef]
- Gavrieli, A.; Attwood, S.; Stillman, P.; Putnam-Farr, E.; Wise, J.; Upritchard, J.; Hanson, C.; Bakker, M. The Impact of Appealing Dish Names on Plant-Based Food Choices in Corporate Cafes: A Field study. Curr. Dev. Nutr. 2020, 4, 1302. [Google Scholar] [CrossRef]
- Kim, S.; Magnini, V.P. The Impacts of Descriptive Food Names on Consumer Impressions. Int. J. Hosp. Manag. 2020, 88, 102533. [Google Scholar] [CrossRef]
- Cho, H. Brand Name Fluency and Perceptions of Water Purity and Taste. Food Qual. Prefer. 2019, 71, 21–24. [Google Scholar] [CrossRef]
- Dimara, E.; Skuras, D. Consumer Demand for Informative Labeling of Quality Food and Drink Products: A European Union Case Study. J. Consum. Mark. 2005, 22, 90–100. [Google Scholar] [CrossRef]
- Kim, J.-H.; Hai, T.; Li, J. The Impact of an Auspicious Name and Shape on Food Consumption. J. Hosp. Tour. Manag. 2023, 55, 143–152. [Google Scholar] [CrossRef]
- Li, Y.Q. The Cultural Connotations and Translation of Chinese Dish Names. J. Jianghan Univ. (Soc. Sci. Ed.) 2002, 21, 102–104. [Google Scholar]
- Yan, C.Y. Names of Chinese Dishes with Chinese Rhetoric Feature and Cultural Connotation. J. Hebei Univ. Econ. Bus. (Compr. Ed.) 2016, 16, 34–37. [Google Scholar] [CrossRef]
- Miller, E.G.; Kahn, B.E. Shades of Meaning: The Effect of Color and Flavor Names on Consumer Choice. J. Consum. Res. 2005, 32, 86–92. [Google Scholar] [CrossRef]
- Holmes, V.M.; Langford, J. Comprehension and Recall of Abstract and Concrete Sentences. J. Verbal Learn. Verbal Behav. 1976, 15, 559–566. [Google Scholar] [CrossRef]
- Moeser, S.D. Memory for Meaning and Wording in Concrete and Abstract Sentences. J. Verbal Learn. Verbal Behav. 1974, 13, 682–697. [Google Scholar] [CrossRef]
- Nisbett, R.E.; Borgida, E.; Crandall, R.; Reed, H. Popular Induction: Information Is Not Necessarily Informative. In Cognition and Social Behavior; Carroll, J.S., Payne, J.W., Eds.; Lawrence Erlbaum: Hillsdale, NJ, USA, 1976. [Google Scholar]
- Fong, G.T.; Nisbett, R.E. Immediate and Delayed Transfer of Training Effects in Statistical Reasoning. J. Exp. Psychol.-Gen. 1991, 120, 34–45. [Google Scholar] [CrossRef]
- Schwanenflugel, P.J.; Shoben, E.J. Differential Context Effects in the Comprehension of Abstract and Concrete Verbal Materials. J. Exp. Psychol.-Learn. Mem. Cogn. 1983, 9, 82–102. [Google Scholar] [CrossRef]
- Balcetis, E.; Manivannan, M.; Cox, E.B. Concrete Messages Increase Healthy Eating Preferences. Eur. J. Investig. Health Psychol. Educ. 2020, 10, 669–681. [Google Scholar] [CrossRef]
- Papies, E.K.; Johannes, N.; Daneva, T.; Semyte, G.; Kauhanen, L.-L. Using Consumption and Reward Simulations to Increase the Appeal of Plant-Based Foods. Appetite 2020, 155, 104812. [Google Scholar] [CrossRef]
- Heckler, S.E.; Childers, T.L. The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What is Incongruency? J. Consum. Res. 1992, 18, 475. [Google Scholar] [CrossRef]
- Meyers-Levy, J.; Louie, T.A.; Curren, M.T. How Does the Congruity of Brand Names Affect Evaluations of Brand Name Extensions? J. Appl. Psychol. 1994, 79, 46–53. [Google Scholar] [CrossRef]
- Mandler, G. The Structure of Value: Accounting for Taste. In Affect and Cognition: The 17th Annual Carnegie Symposium on Cognition; Clark, M.S., Fiske, S.T., Eds.; Erlbaum: Hillsdale, NJ, USA, 1982; pp. 3–36. [Google Scholar]
- Schwarz, N.; Jalbert, M.; Noah, T.; Zhang, L. Metacognitive Experiences as Information: Processing Fluency in Consumer Judgment and Decision Making. Consum. Psychol. Rev. 2021, 4, 4–25. [Google Scholar] [CrossRef]
- Wyer, R.S.; Jiang, Y.; Hung, I.W. Visual and Verbal Information Processing in a Consumer Context: Further Considerations. J. Consum. Psychol. 2008, 18, 276–280. [Google Scholar] [CrossRef]
- Rane, M.S. Visual Appetite. Design Thoughts 2009, January; pp. 11–19. Available online: http://www.idc.iitb.ac.in/resources/dt-jan-2009/Visual%20Appetite.pdf (accessed on 9 June 2024).
- Lei, J.; Zhang, Y. The Impact of a Two-Step Choice Process on Trade-Off Decisions. J. Consum. Res. 2021, 48, 415–427. [Google Scholar] [CrossRef]
- Kunz, S.; Haasova, S.; Florack, A. Fifty Shades of Food: The Influence of Package Color Saturation on Health and Taste in Consumer Judgments. Psychol. Mark. 2019, 37, 900–912. [Google Scholar] [CrossRef]
- Raghunathan, R.; Naylor, R.W.; Hoyer, W.D. The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products. J. Mark. 2006, 70, 170–184. [Google Scholar] [CrossRef]
- Roininen, K.; Lähteenmäki, L.; Tuorila, H. Quantification of Consumer Attitudes to Health and Hedonic Characteristics of Foods. Appetite 1999, 33, 71–88. [Google Scholar] [CrossRef]
- Liberman, N.; Trope, Y. The Psychology of Transcending the Here and Now. Science 2008, 322, 1201–1205. [Google Scholar] [CrossRef]
- Motoki, K.; Saito, T.; Nouchi, R.; Kawashima, R.; Sugiura, M. Tastiness but Not Healthfulness Captures Automatic Visual Attention: Preliminary Evidence from an Eye-Tracking Study. Food Qual. Prefer. 2018, 64, 148–153. [Google Scholar] [CrossRef]
- Wang, J.; Zhang, X.; Jiang, J. Healthy-Angular, Unhealthy-Circular: Effects of the Fit between Shapes and Healthiness on Consumer Food Preferences. J. Bus. Res. 2022, 139, 740–750. [Google Scholar] [CrossRef]
- Sullivan, N.; Hutcherson, C.; Harris, A.; Rangel, A. Dietary Self-Control Is Related to the Speed with Which Attributes of Healthfulness and Tastiness Are Processed. Psychol. Sci. 2015, 26, 122–134. [Google Scholar] [CrossRef] [PubMed]
- Altarriba, J.; Bauer, L.M.; Benvenuto, C. Concreteness, Context Availability, and Imageability Ratings and Word Associations for Abstract, Concrete, and Emotion Words. Behav. Res. Methods Instrum. Comput. 1999, 31, 578–602. [Google Scholar] [CrossRef] [PubMed]
- Pathak, A.; Motoki, K. Evaluating Brand Names without Vowels. Food Qual. Prefer. 2022, 97, 104450. [Google Scholar] [CrossRef]
- Petrova, P.K.; Cialdini, R.B. Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals. J. Consum. Res. 2005, 32, 442–452. [Google Scholar] [CrossRef]
- Paakki, M.; Kantola, M.; Junkkari, T.; Arjanne, L.; Luomala, H.; Hopia, A. “Unhealthy = Tasty”: How Does It Affect Consumers’ (Un)Healthy Food Expectations? Foods 2022, 11, 3139. [Google Scholar] [CrossRef] [PubMed]
- Hou, Y.; Yang, W.; Sun, Y. Do Pictures Help? The Effects of Pictures and Food Names on Menu Evaluations. Int. J. Hosp. Manag. 2017, 60, 94–103. [Google Scholar] [CrossRef]
- Thanki, H.; Shah, S.; Oza, A.; Vizureanu, P.; Burduhos-Nergis, D.D. Sustainable Consumption: Will They Buy It Again? Factors Influencing the Intention to Repurchase Organic Food Grain. Foods 2022, 11, 3046. [Google Scholar] [CrossRef] [PubMed]
- Cardello, A.V.; Meiselman, H.L.; Schutz, H.G.; Craig, C.; Given, Z.; Lesher, L.L.; Eicher, S. Measuring Emotional Responses to Foods and Food Names Using Questionnaires. Food Qual. Prefer. 2012, 24, 243–250. [Google Scholar] [CrossRef]
- Frayn, M.; Sears, C.R.; Von Ranson, K.M. A Sad Mood Increases Attention to Unhealthy Food Images in Women with Food Addiction. Appetite 2016, 100, 55–63. [Google Scholar] [CrossRef]
- Gardner, M.P.; Wansink, B.; Kim, J.; Park, S.-B. Better Moods for Better Eating?: How Mood Influences Food Choice. J. Consum Psychol. 2014, 24, 320–335. [Google Scholar] [CrossRef]
- Groesz, L.M.; McCoy, S.; Carl, J.; Saslow, L.; Stewart, J.; Adler, N.; Laraia, B.; Epel, E. What Is Eating You? Stress and the Drive to Eat. Appetite 2012, 58, 717–721. [Google Scholar] [CrossRef] [PubMed]
- Macedo, D.M.; Diez-Garcia, R.W. Sweet Craving and Ghrelin and Leptin Levels in Women During Stress. Appetite 2014, 80, 264–270. [Google Scholar] [CrossRef] [PubMed]
- Yang, B.X.; Wang, Z.Q.; Cao, L.M.; Cheng, Z.H.; Wang, G.Q. The Relationship between the Growth of Cognitive Ability and Age. J. Clin. Psychiatry 2015, 25, 316–318. [Google Scholar]
High-Concreteness | Low-Concreteness | |
---|---|---|
Concreteness level | 4.37 (1.07) | 2.51 (0.88) |
Familiarity | 2.49 (0.81) | 2.19 (0.72) |
Deliciousness | 5.16 (0.60) | 4.93 (0.85) |
Variable | df | t | p | Cohen’ d | |
---|---|---|---|---|---|
Pair | High-concreteness | 101 | 11.09 | <0.001 | 1.10 |
Low-concreteness |
Variable | Factors | F | p | η2 |
---|---|---|---|---|
Rating | Concreteness level | <0.001 | 0.98 | <0.001 |
Evaluation dimension | 30.89 | <0.001 | 0.24 | |
Concreteness level × Evaluation dimension | 41.04 | <0.001 | 0.29 |
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. |
© 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Yu, Z.; Kang, Y.; Liu, P.; Ou, H.; Zhang, W.; He, X. The Influence of Food Names with Different Levels of Concreteness on Evaluations of Food Deliciousness and Healthiness. Foods 2024, 13, 2559. https://doi.org/10.3390/foods13162559
Yu Z, Kang Y, Liu P, Ou H, Zhang W, He X. The Influence of Food Names with Different Levels of Concreteness on Evaluations of Food Deliciousness and Healthiness. Foods. 2024; 13(16):2559. https://doi.org/10.3390/foods13162559
Chicago/Turabian StyleYu, Zhao, Yixin Kang, Peipei Liu, Haokai Ou, Wei Zhang, and Xianyou He. 2024. "The Influence of Food Names with Different Levels of Concreteness on Evaluations of Food Deliciousness and Healthiness" Foods 13, no. 16: 2559. https://doi.org/10.3390/foods13162559