越美越健康?食物美感对消费者健康感知的影响  

Too pretty to be healthy?The influence of food aesthetics on consumer perception of food healthiness

作　　者：郑晓莹 郑丽菁 刘春蕾 韩寒 ZHENG Xiaoying;ZHENG Lijing;LIU Chunlei;HAN Han(Business School,Sun Yat-Sen University,Shenzhen 518107,China;Research Center for Innovation,Entrepreneurship,and Technology Finance,Sun Yat-Sen University·Shenzhen,Shenzhen 518107,China;Business School,Shanghai Jian Qiao University,Shanghai 201306,China;China National Petroleum Corporation,Beijing 100007,China)

机构地区：[1]中山大学商学院,深圳518107 [2]中山大学·深圳创新创业与科技金融研究中心,深圳518107 [3]上海建桥学院商学院,上海201306 [4]中国石油天然气集团有限公司,北京100007

出　　处：《心理学报》2025年第5期883-895,I0011,I0012,共15页Acta Psychologica Sinica

基　　金：国家自然科学基金项目(72372166,71972108);深圳市哲学社会科学规划课题重点课题(SZ2023A011)资助。

摘　　要：随着经济发展与人民生活水平的提高,消费者越来越重视食物健康。本研究探讨食物美感对消费者的食物健康感知与选择的影响。通过5项实验发现:(1)与正常美感相比,消费者认为高美感的食物更不健康;(2)这是因为高美感激活了与享乐有关的心理表征,导致消费者将高美感食物与不健康相关联;(3)通过人为切断“享乐=不健康”的直觉信念,高美感对食物健康感知的负面影响被削弱;(4)当消费者的健康目标被启动之后,他们对高美感食物的偏好会下降。本研究的发现对于食物营销和美感相关的研究具有重要的理论和实践意义。In recent years,the impact of food aesthetics on consumer perceptions and preferences has garnered significant attention.Previous studies have largely demonstrated a“what is beautiful is good”effect,revealing that consumers favor foods with visually appealing features(e.g.,symmetry,uniformity)while devaluing those with aesthetic flaws(e.g.,deformities,blemishes).However,does beauty necessarily equate to healthiness?This research explores how high(versus normal)aesthetic appeal in food influences consumer perceptions,particularly regarding food healthiness.We propose that highly aesthetic foods evoke associations with hedonism and indulgence.Since indulgent foods are often perceived as unhealthy,consumers may view highly aesthetic foods as less healthy compared to those with standard appearances.Five studies were conducted to test these hypotheses.Studies 1A,1B,and 1C(each N=200)employed a one-way between-subjects design(food appearance:highly aesthetic vs.normal)across various food types(cupcake,steamed bun,banana toast).These studies examined the main effect of food appearance on healthiness perception,the mediating role of hedonism,and ruled out alternative explanations such as taste,price,freshness,and food processing.Study 2(N=220,cookie)utilized a moderation approach to further investigate the role of the hedonism-unhealthiness association.Study 3(N=100,Osmanthus Cake)examined the downstream consequences of healthiness perceptions induced by food appearance,with or without priming a health goal.The key findings are as follows:(1)Compared to foods with normal appearances,highly aesthetic foods evoke stronger associations with hedonism,which subsequently reduces perceived healthiness.(2)Disrupting the intuitive belief that“pleasure equals unhealthiness”mitigates the negative effect of high aesthetic appeal on healthiness perception.(3)When participants were primed with a health goal,their likelihood of choosing highly aesthetic(vs.normal-looking)food decreased,driven by reduced perceptions of healthine

关 键 词：食物健康感知 美感 享乐联想 直觉信念 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]