“美丽魔法”的失灵——美观程度对加工食品健康性感知的影响  

The Failure of“Beauty Benefits”--The Influence of Aesthetics on Health Perception of Processed Food

作　　者：赵晶[1] 李名智 谢志鹏 Zhao Jin;Li Mingzhi;Xie Zhipeng(School of Economics and Management,Wuhan University,Wuhan,430072;School of Economics and Business Administration,Central China Normal University,Wuhan,430079)

机构地区：[1]武汉大学经济与管理学院,武汉430072 [2]华中师范大学经济与工商管理学院,武汉430072

出　　处：《珞珈管理评论》2021年第1期122-138,共17页Luojia Management Review

基　　金：国家自然科学基金面上项目“移动互联时代信息流广告的效果研究:背景信息、时空特征与广告表达的匹配效应”(项目批准号:72072134)。

摘　　要：食品健康性与人体健康息息相关,是影响消费者食品购买决策的关键因素之一。虽已有大量文献指出了“美丽外表”为人或产品带来的溢价,但鲜有研究关注食品本身的视觉优势是否会对食品健康性感知带来负面影响。文章基于常人理论探讨了外观美丽程度对加工食品健康性感知的影响。通过三个实验发现,对于加工食品,外观美丽程度负向影响了消费者对其健康性的评价,在其中天然性感知起到了中介作用。此外,研究还发现企业沟通策略(享乐导向、健康导向)调节了外观美丽程度对加工食品健康性感知的影响。本文的研究结论既丰富了食品健康领域的研究,也为企业产品设计、沟通策略选择提供了借鉴。Nowadays,consumers pay more attention to the health of food.So it has been one of the key factors affecting consumers food purchase decisions.However,little attention has been paid to the impact of visual cues of food,especially processed food,on its perceived health.Based on the lay theory,this paper discusses the effects of food appearance on its perceived health.It is found that the beauty of food negatively correlates with the health perception of processed food.And the natural perception of processed food plays a mediation role in determining the effect.In addition,the study also found the effects are moderated by corporate communication strategy(hedonic orientation vs health orientation).

关 键 词：加工食品美观性 常人理论 天然性感知 健康性判断 

分 类 号：F713.50[经济管理—市场营销]