現今消費者越加重視身體健康，關注節制飲食，然而在預估食品熱量時，常會過度仰賴捷思線索，例如：憑藉廣告設計元素等做非理性評估。本研究以「浪漫是甜的」概念隱喻為核心，探討食品廣告的浪漫圖文是否透過熱量預估的負向中介和療癒感的正向中介影響消費者產品態度與購買意願，並檢測食品種類（甜食vs. 非甜食）以及背景圖像溫度（冷vs. 熱）的干擾效果，比較接收浪漫刺激時，不同的食品類型與背景圖像溫度如何影響療癒感和熱量預估的生成，討論其對於產品態度與購買意願效果的可能影響。
本研究採實驗法，共執行三個實驗，重要發現包括：(1)浪漫（vs.非浪漫）圖文的食品廣告，會產生較高的療癒感、熱量預估、產品態度及購買意願；(2)浪漫圖文的食品廣告會透過療癒感的正向中介影響產品態度及購買意願，至於熱量預估的中介效果則不顯著；(3)當食品種類為甜食時，採用浪漫圖文不影響熱量預估，但會提升療癒感、產品態度及購買意願；而當食品種類為非甜食時，使用浪漫圖文僅提升熱量預估，但不影響產品態度與購買意願；(4)冷圖像背景時，搭配浪漫圖文可提升熱量預估、產品態度和購買意願；熱圖像背景則提升療癒感、產品態度與購買意願，且在不同圖像溫度下的作用機制有所差異。
研究結果對浪漫訴求、食品廣告、概念隱喻、連結理論、基模一致性理論、體現認知、熱量預估、療癒感等跨領域研究具有理論貢獻，除呼籲業者應謹慎考慮食品廣告之浪漫訴求設計，對食品廣告行銷具有重要的參考價值外，並協助消費者理性辨識的食品熱量預估的依據，做出精明購買決策，對政府公部門如何增加消費者福祉也具有重要意義。

Nowadays, consumers pay more and more attention to their physical health and diet restraint. However, when estimating the calories of food, they often rely too much on heuristic cues, such as advertising design elements, and therefore make irrational evaluations. Focused on the metaphorical association between romance and sweetness, this study explores whether the romantic graphics and copies in food advertisements influence consumers’ product attitudes and purchase intentions through the negative mediation of calorie estimations and the positive mediation of feelings of healing. This study also examines the moderating effect of the type of food (sweet food vs. non-sweet food) and the temperature of background image (cold vs. hot), clarifying how different types of food and different temperatures of background images affect the main effects of receiving romantic stimuli on attitudinal responses by influencing the process of the formation of calorie estimations and feelings of healing.
This research used experimental method and conducted three experiments. The important findings include the following. (1) Food advertisements with romantic (vs. non-romantic) graphics and copies increased feelings of healing, calorie estimations, product attitudes, and purchase intentions. (2) Food advertisements with romantic graphics and copies affected product attitudes and purchase intentions through the positive mediation of feelings of healing, but the mediation effect of calorie estimations was not significant. (3) When the type of food is sweet food, using romantic graphics and copies did not affect calorie estimations, but increased feelings of healing, product attitudes, and purchase intentions. When the type of food is non-sweet food, using romantic graphics and copies only increased calorie estimations, but did not affect product attitudes and purchase intentions. (4) In advertisements with cold image backgrounds, using romantic graphics and copies increased calorie estimations, product attitudes, and purchase intentions. However, in the advertisements with hot image backgrounds, using romantic graphics and copies increased feelings of healing, product attitudes, and purchase intentions. There existed different internal mechanisms of romantic stimulus effects under the conditions of different temperatures of background images.
The results of this study have theoretical contributions to cross-disciplinary research on romantic appeals, food advertising, conceptual metaphors, associative theory, schema congruity theory, embodied cognition, calorie estimation, and feeling of healing. This study calls for practitioners to carefully consider the romantic appeal design of food advertising and has important reference value for food advertising marketing. The research results also help consumers to rationally identify the basis of food calorie estimation and make smarter purchase decisions. It is also of great significance for the government agencies to increase the welfare of consumers.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 7
第四節 研究目的 8
第二章 文獻探討 9
第一節 浪漫的相關行銷/廣告研究 9
第二節 概念隱喻 (Conceptual Metaphors) 11
第三節 連結理論(Associative Theory) 14
第四節 基模一致性理論 (Schema Congruity Theory) 15
第五節 體現認知 (Embodied Cognition) 17
第三章 研究架構與假説 21
第一節 研究架構 21
第二節 研究假說 21
一、浪漫刺激對購買意願的主效果，以及熱量預估與療癒感的中介 21
二、食品種類對浪漫刺激的干擾效果 24
三、圖像溫度對浪漫刺激的干擾效果 28
第四章 實驗一 30
第一節 研究方法 30
一、樣本與實驗設計 30
二、實驗刺激 31
三、前測一 32
四、前測二 42
五、實驗一 47
第五章 實驗二 61
第一節 研究方法 61
一、樣本與實驗設計 61
二、實驗刺激 62
三、前測三 63
四、實驗二 70
第六章 實驗三 90
第一節 研究方法 90
一、樣本與實驗設計 90
二、實驗刺激 91
三、前測四 91
四、實驗三 110
第七章 結論與建議 129
第一節 研究發現 129
第二節 研究意涵 132
一、理論意涵 132
二、實務意涵 138
第三節 研究限制與未來研究方向 142
參考文獻 147
附錄 166
附錄一：前測一問卷 166
附錄二：前測二問卷 173
附錄三：實驗一問卷 177
附錄四：前測三問卷 183
附錄五：實驗二問卷 189
附錄六：前測四問卷 195
附錄七：實驗三問卷 201

圖次
圖1-1 食品廣告中呈現的浪漫元素 2
圖3-1 本研究架構圖 21
圖4-1 實驗一架構圖 30
圖4-2 實驗一使用之背景設計色調 32
圖5-1 實驗二架構圖 62
圖6-1 實驗三架構圖 90

表次
表2-1 過去概念隱喻之相關研究 12
表2-2 過去體現認知之相關研究 19
表4-1 前測一受測者基本資料之描述性統計 34
表4-2 前測一食品品項單一樣本t檢定表(檢定值=4) 36
表4-3 前測一食品浪漫意涵之成對樣本檢定 38
表4-4 前測一標語單一樣本t檢定表(檢定值=4) 40
表4-5 前測二受測者基本資料之描述性統計 44
表4-6 前測二食品廣告單一樣本t檢定表(檢定值=4) 45
表4-7 前測二食品廣告成對樣本檢定(浪漫與非浪漫食品廣告兩兩比對) 47
表4-8 實驗一受測者基本資料之描述性統計 51
表4-9 實驗一變數平均值、標準差及量表信度分析結果 52
表4-10 實驗一浪漫程度與食品種類操弄性檢定表 53
表4-11 實驗一潛在控制變數之單因子變異數分析結果 54
表4-12 實驗一性別與實驗組之交叉表 55
表4-13 實驗一性別與實驗組之卡方檢定表 55
表4-14 實驗一感情狀態與實驗組之交叉表 55
表4-15 實驗一感情狀態與實驗組之卡方檢定表 55
表4-16 實驗一浪漫愛情關係與實驗組之交叉表 56
表4-17 實驗一浪漫愛情關係與實驗組之卡方檢定表 56
表4-18實驗一浪漫圖文刺激與食品種類對熱量預估與療癒感影響之ANOVA分析 57
表4-19 實驗一浪漫圖文刺激之各組平均值 57
表4-20 實驗一食品種類之各組平均值 58
表4-21 實驗一在不同食品種類下，浪漫圖文刺激對熱量預估與療癒感影響之ANOVA分析 58
表4-22 實驗一在不同食品種類下，浪漫圖文刺激之各組平均值 59
表4-23 實驗一之研究假說結果總表 60
表5-1 前測三受測者基本資料之描述性統計 65
表5-2 前測三配對之食品廣告 67
表5-3 前測三食品廣告浪漫程度之獨立樣本t檢定表 68
表5-4 前測三食品廣告美感之獨立樣本t檢定表 69
表5-5 前測三食品廣告生態效度之獨立樣本t檢定表 69
表5-6 實驗二受測者基本資料之描述性統計 76
表5-7 實驗二變數平均值、標準差及量表信度分析結果 77
表5-8 實驗二浪漫程度與食品種類操弄性檢定表 78
表5-9 實驗二潛在控制變數之單因子變異數分析結果 78
表5-10 實驗二性別與實驗組之交叉表 79
表5-11 實驗二性別與實驗組之卡方檢定表 79
表5-12 實驗二感情狀態與實驗組之交叉表 80
表5-13 實驗二感情狀態與實驗組之卡方檢定表 80
表5-14 實驗二浪漫愛情關係與實驗組之交叉表 80
表5-15 實驗二浪漫愛情關係與實驗組之卡方檢定表 81
表5-16實驗二浪漫圖文刺激與食品種類對中介變數及應變數影響之ANOVA分析 82
表5-17 實驗二浪漫圖文刺激之各組平均值 82
表5-18 實驗二食品種類之各組平均值 83
表5-19 實驗二在不同食品種類下，浪漫圖文刺激對中介變數及應變數影響之ANOVA分析 83
表5-20 實驗二在不同食品種類下，浪漫圖文刺激之各組平均值 84
表5-21 浪漫圖文刺激透過熱量預估、療癒感影響產品態度及購買意願的中介效果之PROCESS分析（model 4） 85
表5-22 浪漫圖文刺激透過熱量預估、療癒感影響產品態度及購買意願的調節中介效果之PROCESS分析（model 7） 87
表5-23 實驗二之研究假說結果總表 89
表6-1 前測四受測者基本資料之描述性統計 93
表6-2 前測四版本一之食品廣告 99
表6-3 前測四版本二之食品廣告 99
表6-4 前測四版本三之食品廣告 100
表6-5 前測四版本四之食品廣告 100
表6-6 前測四版本五之食品廣告 101
表6-7 前測四版本六之食品廣告 101
表6-8 前測四版本一各實驗組浪漫圖文刺激與背景圖像溫度之平均值 102
表6-9 前測四版本一各實驗組浪漫程度與背景圖像溫度之LSD事後比較 102
表6-10 前測四版本二各實驗組浪漫程度與背景圖像溫度之平均值 103
表6-11 前測四版本二各實驗組浪漫程度與背景圖像溫度之LSD事後比較 103
表6-12 前測四版本三各實驗組浪漫程度與背景圖像溫度之平均值 104
表6-13 前測四版本三各實驗組浪漫程度與背景圖像溫度之LSD事後比較 104
表6-14 前測四版本四各實驗組浪漫程度與背景圖像溫度之平均值 105
表6-15 前測四版本四各實驗組浪漫程度與背景圖像溫度之LSD事後比較 106
表6-16 前測五版本一各實驗組浪漫程度與背景圖像溫度之平均值 106
表6-17 前測四版本五各實驗組浪漫程度與背景圖像溫度之LSD事後比較 107
表6-18 前測四版本六各實驗組浪漫程度與背景圖像溫度之平均值 108
表6-19 前測四版本六各實驗組浪漫程度與背景圖像溫度之LSD事後比較 108
表6-20 前測四廣告美感與廣告生態效度之單因子變異數分析結果 109
表6-21 實驗三受測者基本資料之描述性統計 115
表6-22 實驗三變數平均值、標準差及量表信度分析結果 116
表6-23 實驗三浪漫程度與背景圖像溫度操弄性檢定表 117
表6-24 實驗三潛在控制變數之單因子變異數分析結果 118
表6-25 實驗三性別與實驗組之交叉表 118
表6-26 實驗三性別與實驗組之卡方檢定表 119
表6-27 實驗三感情狀態與實驗組之交叉表 119
表6-28 實驗三感情狀態與實驗組之卡方檢定表 119
表6-29 實驗三浪漫愛情關係與實驗組之交叉表 119
表6-30 實驗三浪漫愛情關係與實驗組之卡方檢定表 120
表6-31 實驗三浪漫圖文刺激與背景圖像溫度對中介變數及應變數影響之ANOVA分析 121
表6-32 實驗三浪漫圖文刺激之各組平均值 121
表6-33 實驗三背景圖像溫度之各組平均值 122
表6-34 實驗三在不同背景圖像溫度下，浪漫圖文刺激對中介變數及應變數影響之ANOVA分析 123
表6-35 實驗三在不同背景圖像溫度下，浪漫圖文刺激之各組平均值 123
表6-36 浪漫圖文刺激透過熱量預估、療癒感影響產品態度及購買意願的中介效果之PROCESS分析（model 4） 124
表6-37 浪漫圖文刺激透過熱量預估、療癒感影響產品態度及購買意願的調節中介效果之PROCESS分析（model 7） 126
表6-38 實驗三之研究假說結果總表 128

周軒逸、邱育佳（2019）。吃硬不吃軟：食品口感文字描述對熱量預估之影響。
管理學報，36(1)，53-82。
林鴻銘、顏于翔、林鴻洲（2017）。溫度與觸摸需求對尋求多樣化行為之影
響。管理評論，36(1)，55-69。
陳美春（2011）。吉本芭娜娜療癒小說研究──以「食物」與「旅行」為主（未
出版之碩士論文）。國立高雄師範大學，高雄市。
陳姿君（2016）。療癒系可愛麻吉─可愛元素的療癒感效果（未出版之碩士論文）。
國立中山大學，高雄市。
潘文涵（2019）。國民營養健康狀況變遷調查成果報告2013-2016年。衛生福
利部國民健康署委託研究計畫成果報告。
劉宜芬（2012）。廣告對產品線外溢效果之影響：廣告策略，品牌聯想與屬性呈
現之角色。管理學報，29(6)，539-557。
衛生福利部國民健康署（2019）。106年健康促進統計年報。行政院國家科學
委員會專題研究成果報告。
Ackerman, J. M., Nocera, C. C., & Bargh, J. A. (2010). Incidental haptic sensations of
social judgements and decisions. Science, 328, 1712-1715.
Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a
basis for evaluating anthropomorphized products. Journal of Consumer Research,
34(4), 468-479.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis
and review of empirical research. Psychological Bulletin, 84(5), 888-918.
Anderson, M. L. (2005). How to study the mind: An introduction to embodied
cognition, in embodied cognition and perceptual learning in adaptive
development, Flavia Santoianni & Claudia Sabatano (Eds.), Cambridge:
Cambridge Scholars Press, 65-82.
Andrews, J. C., Lin, C. T. J., Levy, A. S., & Lo, S. (2014). Consumer research needs
from the food and drug administration on front-of-package nutritional labeling.
Journal of Public Policy & Marketing, 33(1), 10-16.
Asch, S. E. (1946). Forming impressions of personality. The Journal of Abnormal and
Social Psychology, 41(3), 258-290.
Bargh, J. A., & Shalev, I. (2012). The substitutability of physical and social warmth in
daily life. Emotion, 12(1), 154-162.
Bargh, J. A., Chen, M., & Burrows, L. (1996). Automaticity of social behavior: Direct
effects of trait construct and stereotype activation on action. Journal of Personality and Social Psychology, 71(2), 230-244.
Barsalou, L. W. (1999). Perceptions of perceptual symbols. Behavioral and Brain
Sciences, 22(4), 637-660.
Barsalou, L. W. (2003). Situated simulation in the human conceptual system.
Language and Cognitive Processes, 18(5/6), 513-562.
Barsalou, L. W. (2008). Grounded cognition. Annual Review of Psychology, 59(1),
617-645.
Bartlett, F. C. (1932). Remembering: A study in experimental and social psychology,
New York: Cambridge University Press.
Baum, M., Schäfer, M., & Kabst, R. (2016). Modeling the Impact of
advertisement-image congruity on applicant attraction. Human Resource
Management, 55(1), 7-24.
Biswas, D., Szocs, C., Krishna, A., & Lehmann, D. (2014). Something to chew on:
The effects of oral haptics on mastication, orosensory perception, and calorie estimation. Journal of Consumer Research, 41(2), 261-273.
Bower, G. H., Monteiro, K. P., & Gilligan, S. G. (1978). Emotional mood as a context
for learning and recall. Journal of Verbal Learning and Verbal Behavior, 17(5),
573-585.
Boyoun, C., & JoAndrea, H. (2013).The future looks “Right”: Effects of the horizontal
location of advertising images on product attitude. Journal of Consumer Research,
40(2), 223-238.
Brown, D. J., & Keeping, L. M. (2005). Elaborating the construct of transformational
leadership: The role of affect. The Leadership Quarterly, 16(2), 245-272.
Bublitz, M. G., Laura A. P., & Lauren G. B. (2010). Why did I eat that? Perspectives
on food decision making and dietary restraint. Journal of Consumer Psychology,
20(3), 239-258.
Campbell, M. C. & Gina S. M. (2011). Seeing is eating: How and when activation of a
negative stereotype increases stereotype-conducive behavior. Journal of Consumer Research, 38(3), 431-444.
Carney, D. R., Cuddy, A. J. C., & Yap, A. J. (2010). Power posing. Psychological
Science, 21(10), 1363-1368.
Castaño, E., Gilboy, E., Feijóo, S., Serrat, E., Rostan, C., Hilferty, J., & Cunillera, T.
(2018). Hand position and response assignment modulate the activation of the valence-space conceptual metaphor. Cognitive Science, 42(7), 2342-2363.
Cavanaugh, L. A. (2014). Because I (don’t) deserve it: How relationship reminders
and deservingness influence consumer indulgence. Journal of Marketing
Research, 51(2), 218-232.
Chan, K. Q., Tong, E. M., Tan, D. H., & Koh, A. H. (2013). What do love and
jealousy taste like? Emotion, 13(6), 1142-1149.
Charbonnier, L., van der Laan, L. N., Viergever, M. A., & Smeets, P. A. M. (2015).
Functional MRI of challenging food choices: Forced choice between equally liked
high- and low-calorie foods in the absence of hunger. PLOS ONE, 10(7),1-15.
Chaudhary, R. K. (2019). Influence of colour on visual arts. International Journal of
Business Marketing and Management, 4(1), 4-9.
Cheong, Y., & Kim, K. (2011). The interplay between advertising claims and product
categories in food advertising: A schema congruity perspective. Journal of Applied Communication Research, 39(1), 55–74.
Choi, H., & Springston, J. K. (2014). How to use health and nutrition–related claims
correctly on food advertising: Comparison of benefit-seeking, risk-avoidance, and taste appeals on different food categories. Journal of Health Communication, 19(9), 1047-1063.
Choi, H., Paek, H.-J., & Whitehill King, K. (2012). Are nutrient-content claims
always effective? International Journal of Advertising, 31(2), 421-443.
Choi, H., Yoo, K., Hyun Baek, T., Reid, L. N., & Macias, W. (2013). Presence and
effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements. International Journal of Advertising, 32(4), 587-616.
Choi, J., Li, Y. J., & Samper, A. (2019). The influence of health motivation and
calorie-ending on preferences for indulgent foods. Journal of Consumer Research, 46(3), 606-619.
Choi, J., Rangan, P., & Singh, S. N. (2016). Do cold images cause cold-heartedness?
The impact of visual stimuli on the effectiveness of negative emotional charity
appeals. Journal of Advertising, 45(4), 417-426.
Choo, V. L., Ha, V., & Sievenpiper, J. L. (2015). Sugars and obesity: Is it the sugars or
the calories? Nutrition Bulletin, 40(2), 88-96.
Clore, G. L., & Huntsinger, J. R. (2007). How emotions inform judgment and regulate
thought. Trends in Cognitive Sciences, 11(9), 393-399.
Cong, R., Luo, B., Li, T., & Wang, C. (2018). It is for you, or it is for me: How
relationship dependence affects gift image consistency in romantic relationships. Journal of Consumer Behavior, 17(4), 343-354.
Descartes, R. (1985). The philosophical writings of Descartes, Cambridge University
Press.
De Wijk, R. A., & Prinz, J. F. (2005). The role of friction in perceived oral texture.
Food Quality and Preference, 16(2), 121-129.
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and
utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
DiDonato, T. E., & Jakubiak, B. K. (2015). Sustainable decisions signal sustainable
relationships: How purchasing decisions affect perceptions and romantic attraction. The Journal of Social Psychology, 156(1), 8-27.
Dijksterhuis, A., & van Knippenberg, A. (1999). On the parameters of associative
strength: Central tendency and variability as determinants of stereotype accessibility. Personality and Social Psychology Bulletin, 25(4), 529-536.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store
information on buyers’ product evaluations. Journal of Marketing Research, 28(3),
307-319.
Elbel, B., Gyamfi, J., & Kersh, R. (2011). Child and adolescent fast-food choice and the
influence of calorie labeling: a natural experiment. International journal of obesity,
35(4), 493-500.
Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of
measurement on belief, attitude, intention, and behavior. Journal of Applied
Psychology, 73(3), 421-435.
Feng, Y., & Park, J. (2016). Taste and nutrition: the uses and effectiveness of
different advertising claims in women’s magazine food advertisements. International Journal of Advertising, 37(3), 482-501.
Ferris, C. E. (2004). The effects of advertising schema-congruity on emotional
response. (Unpublished master’s thesis). University of Florida, Gainesville.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An
introduction to theory and research, Boston, MA: Addison-Wesley.
Fiske, S. T., & Linville, P. W. (1980). What does the schema concept buy us?
Personality and Social Psychology Bulletin, 6(4), 543-557.
Fiske, S. T., & Pavelchak M. A. (1986). “Category-based versus piecemeal-based
affective responses: Developments in schemata-triggered affect,” in The Handbook
of Motivation and Cognition: Foundations of Social Behavior, ed. Richard M.
Sorrentino and E. Tory Higgins, New York: Guilford, 167-203.
Fiske, S. T., & Taylor, S. E. (1991). McGraw-Hill series in social psychology, Social
cognition (2nd ed.), Mcgraw-Hill Book Company.
Fiske, S. T., Cuddy, A. J. C., & Glick, P. (2007). Universal dimensions of social
cognition: warmth and competence. Trends in Cognitive Sciences, 11(2), 77-83.
Fotiadou, E., & Babajimopoulos, M. (2006). Snack patterns of Greek adults 20-50 years
of age. Journal of Foodservice, 17(5-6), 197-204.
Gallese, V., & Lakoff, G. (2005). The brain’s concepts: the role of the sensory-motor
system in conceptual knowledge. Cognitive Neuropsychology, 22(3-4), 455-479.
Gibbs, R.W. (2006). Metaphor interpretation as embodied simulation. Mind and
Language, 21(3), 434-458.
Giessner, S. R., & Schubert, T. W. (2007). High in the hierarchy: How vertical
location and judgments of leaders’ power are interrelated. Organizational Behavior and Human Decision Processes, 104(1), 30-44.
Gluck, M. A., & Bower, G. H. (1988). From conditioning to category learning: An
adaptive network model. Journal of Experimental Psychology: General, 117(3), 227-247.
Grunberg, N. E., & Straub, R. O. (1992).The role of gender and taste class in the
effects of stress on eating. Health Psychology, 11(2), 97-100.
Hagtvedt, H., Patrick, V. M., & Hagtvedt, R. (2008). The perception and evaluation of
visual art. Empirical Studies of the Arts, 26(2), 197-218.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis (7th
ed.), Upper Saddle River, NJ: Pearson Prentice Hall.
Harmon-Kizer, T. R. (2014). The effects of schema congruity on consumer response to
celebrity advertising. Journal of Marketing Communications, 23(2), 1-14.
Hasford, J., Kidwell, B., & Lopez-Kidwell, V. (2018). Happy wife, happy life: Food
choices in romantic relationships. Journal of Consumer Research, 44(6), 1238-1256.
Hawkins, D. I., Best, R. J., & Coney, K. A. (1989). Consumer behavior: Implications
for marketing strategy, Plano, TX: Business.
Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process
analysis: A regression based approach (2 ed.), New York, NY: The Guilford Press.
Hellmann, J. H., Thoben, D. F., & Echterhoff, G. (2013). The sweet taste of revenge:
Gustatory experience induces metaphor-consistent judgments of a harmful act. Social Cognition, 31(5), 531-542.
Higgins, L., & Hamilton, K. (2018). Therapeutic servicescapes and market-mediated
performances of emotional suffering. Journal of Consumer Research, 45(6), 1230-1253.
Hock, S. J., & Bagchi, R. (2017). The impact of crowding on calorie consumption.
Journal of Consumer Research, 44(5), 1123-1140.
Hong, J., & Sun, Y. (2012). Warm it up with love: The effect of physical coldness on
liking of romance movies. Journal of Consumer Research, 39(2), 293-306.
Huang, M. H. (2004). Romantic love and sex: Their relationship and impacts on ad
attitudes. Psychology & Marketing,21(1), 53-73.
Huang, X. I., & Dong, P. (2018). Romantic crushes promote variety-seeking behavior.
Journal of Consumer Psychology, 29(2), 226-242.
Huang, X. I., Dong, P., & Zhang, M. (2018). Crush on you: Romantic crushes
increase consumers’ preferences for strong sensory stimuli. Journal of Consumer Research, 46(1), 53-68.
Huang, L., Tan, C. H., Ke, W., & Wei, K. K. (2013). Comprehension and assessment of
product reviews: A review-product congruity proposition. Journal of Management
Information Systems, 30(3), 311-343.
Hung, I. W., & Labroo, A. A. (2011). From firm muscles to firm willpower:
Understanding the role of embodied cognition in self-regulation. Journal of Consumer Research, 37(6), 1046-1064.
Hung, Y., Zheng, X., Carlson, J., & Giurge, L. M. (2017). The weight of the saddened
soul: the bidirectionality between physical heaviness and sadness and its
implications for sensory marketing. Journal of Marketing Management, 33(11-
12), 917-941.
IJzerman, H., & Koole, S. L. (2011). From perceptual rags to metaphoric
riches—Bodily, social, and cultural constraints on sociocognitive metaphors: Comment on Landau, Meier, and Keefer (2010). Psychological Bulletin, 137(2), 355-361.
IJzerman, H., & Semin, G. R. (2009). The Thermometer of Social Relations.
Psychological Science, 20(10), 1214-1220.
IJzerman, H., & Semin, G. R. (2010). Temperature perceptions as a ground for social
proximity. Journal of Experimental Social Psychology, 46(6), 867-873.
Isen, A. M., Shalker, T. E., Clark, M., & Karp, L. (1978). Affect, accessibility of
material in memory, and behavior: A cognitive loop?. Journal of Personality and
Social Psychology, 36(1), 1-12.
Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising
appeals: When and why to use which appeal. Journal of Advertising, 20(3), 23-33.
Jörling, M., Böhm, R., & Paluch, S. (2020). Mechanisms and consequences of
anthropomorphizing autonomous products. Schmalenbach Business Review, 72(4),
485-510.
Kamins, M. A. (1990). An investigation into the match-up hypothesis in celebrity
advertising: When beauty may be only skin deep. Journal of Advertising, 19(1),
4-13.
Kang, M., & Johnson, K. K. P. (2010). Let’s shop! Exploring the experiences of
therapy shoppers. Journal of Global Fashion Marketing, 1(2), 71-79.
Ketron, S., & Spears, N. (2020). Schema-ing with color and temperature: The effects of
color-temperature congruity and the role of non-temperature associations. Journal
of Retailing and Consumer Services, 54(4), 1-8.
Kim, A. (2020). The effects of romantic motives on numerical preferences. Psychology
& Marketing, 37(9), 1231-1245.
Kim, K., Cheong, Y., & Zheng, L. (2009). The current practices in food advertising.
International Journal of Advertising, 28(3), 527-553.
Kim, B. K., Choi, J., & Wakslak, C. J. (2019). The image realism effect: The effect of
unrealistic product images in advertising. Journal of Advertising, 48(3), 251-270.
Koo, J., & Suk, K. (2016). The effect of package shape on calorie estimation.
International Journal of Research in Marketing, 33(4), 856-867.
Küster, I., & Vila, N. (2017). Health/nutrition food claims and low-fat food purchase:
Projected personality influence in young consumers. Journal of Functional Foods, 38, 66-76.
Kwon, M., & Adaval, R. (2017). Going against the flow: The effects of dynamic
sensorimotor experiences on consumer choice. Journal of Consumer Research, 44(6), 1358-1378.
Lakoff, G., & Johnson, M. (1999). Philosophy in the Flesh: The embodied mind and
its challenge to western thought. NY: Basic Books.
Lakoff, G., & Johnson, M. (1980). The metaphorical structure of the human
conceptual system. Cognitive Science, 4(2), 195-208.
Landau, M. J., Meier B. P., & Keefer L. A. (2010). A metaphor-enriched social cognition.
Psychological Bulletin, 136(6), 1045-1067.
Laran, J., & Janiszewski, C. (2009). Behavioral consistency and inconsistency in the
resolution of goal conflict. Journal of Consumer Research, 35(6), 967-984.
Larson, J. S., & Billeter, D. M. (2013). Consumer behavior in “Equilibrium”: How
experiencing physical balance increases compromise choice. Journal of Marketing Research, 50(4), 535-547.
Latour, K. A., Latour, M. S., & Wansink, B. (2017). The impact of supertasters on taste
test and marketing outcomes. Journal of Advertising Research, 58(2), 240-254.
Lee, K., & Choi, J. (2019). Image-text inconsistency effect on product evaluation in
online retailing. Journal of Retailing and Consumer Services, 49, 279-288.
Lee, H. C., Chang, C. T., Chen, Y. H., & Huang, Y. S. (2018). The spell of cuteness
in food consumption? It depends on food type and consumption motivation. Food Quality and Preference, 65, 110-117.
Lee, S.W.S., & Schwarz, N. (2011). Wiping the slate clean psychological
consequences of physical cleansing. Current Directions in Psychological Science, 20(5), 307-311.
Lee, S. W. S., & Schwarz, N. (2012). Bidirectionality, mediation, and moderation of
metaphorical effects: The embodiment of social suspicion and fishy smells.
Journal of Personality and Social Psychology, 103(5), 737-749.
Leone, T., Pliner, P., & Herman, C. P. (2007). Influence of clear versus ambiguous
normative information on food intake. Appetite, 49(1), 58-65.
Lewis, B., & Porter, L. (2010). In-game advertising effects: Examining player
perceptions of advertising schema congruity in a massively multiplayer online
role-playing game. Journal of Interactive Advertising, 10(2), 46-60.
Liang, P., Roy, S., Chen, M.-L., & Zhang, G.-H. (2013). Visual influence of shapes
and semantic familiarity on human sweet sensitivity. Behavioural Brain Research, 253, 42-47.
Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations
in near and distant future decisions: A test of temporal construal theory. Journal of
Personality and Social Psychology, 75(1), 5-18.
Liu, W., Guo, Z., & Chen, R. (2020). Lonely heart? Warm it up with love: The effect of
loneliness on singles’ and non-singles’ conspicuous consumption. European
Journal of Marketing, 54(7), 1523-1548.
Li, Q. (2008). Cognitive revolution and second-generation cognitive science. Acta
Psychologica Sinica, 40(12), 1306-1327.
Ma, J., & Gal, D. (2016). When sex and romance conflict: The effect of sexual
imagery in advertising on preference for romantically linked products and services. Journal of Marketing Research, 53(4), 479–496.
Maathuis, I. (2011). Getting emotional: measuring effect of camera angle in context by
means of emotions. (Unpublished master’s thesis). University of Twente,
Nederland.
Mandler, G. (1982). “The structure of value: accounting for taste,” in affect and
cognition: The 17th annual carnegie symposium, eds. Margaret S. Clark and Susan
T. Fiske, Hillsdale, NJ: Lawrence Erlbaum Associates, 3-36.
Marozzo, V., Raimondo, M., Miceli, G., & Scopelliti, I. (2020). Effects of au naturel
packaging colors on willingness to pay for healthy food. Psychology & Marketing,
37, 913-927.
Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4),
370-396.
McElrea, H., & Lionel, S. (1992). Fast music causes fast drinking. Perceptual and Motor
skills, 75(2), 362-362.
McPoland, A., Furey, S., & Mc Laughlin, C. (2019). Consumers’ purchasing decisions
for confectionery and savoury snack food items on and off promotion. DBS
Business Review, 3, 82-107.
Meier, B. P., & Robinson, M. D. (2004). Why the sunny side Is up: Associations
between affect and vertical position. Psychological Science, 15(4), 243-247.
Meier, B. P., Riemer, P. M., Moeller, S. K., & Robinson, M. D. (2012). Sweet taste
preferences and experiences predict prosocial inferences, personalities, and
behaviors. Journal of Personality and Social Psychology, 102 (1), 163-174.
Mende, M., Scott, M. L., Garvey, A. M., & Bolton, L. E. (2018). The marketing of
love: how attachment styles affect romantic consumption journeys. Journal of the Academy of Marketing Science, 47, 255-273.
Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product
evaluation. Journal of Consumer Research, 16, 39-54.
Nelson, L. D., & Simmons, J. P. (2009). On southbound ease and northbound fees:
Literal consequences of the metaphoric link between vertical position and cardinal direction. Journal of Marketing Research, 46(6), 715-724.
Niedenthal, P. M., Barsalou, L. W., Winkielman, P., Krauth-Gruber, S., & Ric, F.
(2005). Embodiment in attitudes, social perception, and emotion. Personality
and Social Psychology Review, 9(3), 184-211.
Niedenthal, P. M., Winkielman, P., Mondillon, L., & Vermeulen, N. (2009).
Embodiment of emotion concepts. Journal of Personality and Social
Psychology, 96(6), 1120-1136.
Noseworthy, T. J., Di Muro, F., & Murray, K. B. (2014). The role of arousal in
congruity-based product evaluation. Journal of Consumer Research, 41(4),
1108-1126.
Oh, S. H., & Jun, C. L. (2018). A quantitative and qualitative study on virtual makeup of
instant beautifying application - Focus on color and shape. Journal of Digital
Contents Society, 19(9), 1653-1662.
Othman, S. M., Elmasry, R. E., & Shaker, S. A. (2015). The elderly color's preferences
to be used in designing printed upholstery fabrics. International Journal of
Innovation and Applied Studies, 13(2), 430-451.
Peracchio, L. A., & Tybout, A. M. (1996). The moderating role of prior knowledge in
schema-based product evaluation. Journal of Consumer Research, 23(3), 177-192.
Pham, M. T. (2014). Using consumer psychology to fight obesity. Journal of Consumer
Psychology, 24(3), 411-412.
Poels, K., & Dewitte, S. (2008). Getting a line on print ads: Pleasure and arousal
reactions reveal an implicit advertising mechanism. Journal of Advertising, 37(4),
63-74.
Pool, E., Delplanque, S., Coppin, G., & Sander, D. (2015). Is comfort food really
comforting? Mechanisms underlying stress-induced eating. Food Research International, 76(6), 207-215.
Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy = tasty
intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170-184.
Ren, D., Tan, K., Arriaga, X. B., & Chan, K. Q. (2014). Sweet love: The effects of
sweet taste experience on romantic perceptions. Journal of Social and Personal
Relationships, 32(7), 905-921.
Riskind, J. H., & Gotay, C. C. (1982). Physical posture: Could it have regulatory or
feedback effects on motivation and emotion? Motivation and Emotion, 6(3), 273-298.
Rumelhart, D.E., & Ortony, A. (1977). The representation of knowledge in memory. In
R.C. Anderson, R.J. Spiro & W.E. Montague (Eds.), Schooling and the acquisition
of knowledge, Hillsdale, NJ: Erlbaum, 99-135.
Schiffman, S. S., Graham, B. G., Sattely-Miller, E. A., & Warwick, Z. S. (1998).
Orosensory perception of dietary fat. Current Directions in Psychological Science, 7(5), 137-143.
Schlundt, D. G., Virts, K. L., Sbrocco, T., Pope-Cordle, J., & Hill, J. O. (1993). A
sequential behavioral analysis of cravings sweets in obese women. Addictive
Behaviors, 18(1), 67-80.
Schnall, S., Jennifer, B., & Sophie, H. (2008). With a clean conscience: Cleanliness
reduces the severity of moral judgments. Psychological Science, 19(12), 1219-
1222.
Shanks, D. R. (1994), “Human Associative Learning,” in Animal Learning and
Cognition, ed. N. J. Mackintosh, San Diego, CA: Academic Press, 335-374.
Shanks, D. R., Douglas L. M., & Keith J. H., eds. (1996), The psychology of
learning and motivation, Vol. 34, Causal Learning, San Diego, CA: Academic Press.
Shen, H., Zhang, M., & Krishna, A. (2016). Computer interfaces and the “Direct-
touch” effect: Can iPads increase the choice of hedonic food? Journal of Marketing Research, 53(5), 745-758.
Shimp, T., Stuart, E., & Engle, R. (1991). A program of classical conditioning
experiments testing variations in the conditioned stimulus and context. Journal of Consumer Research, 18(1), 1-12.
Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect
and cognition in consumer decision making. Journal of Consumer Research, 26(3),
278-292.
Siakaluk, P. D., Pexman, P. M., Sears, C. R., Wilson, K., Locheed, K., & Owen, W. J.
(2008). The benefits of sensorimotor knowledge: Body-object interaction facilitates semantic processing. Cognitive Science, 32, 591-605.
Simmons, W. K., Martin, A., & Barsalou, L. W. (2005). Pictures of appetizing foods
activate gustatory cortices for taste and reward. Cerebral Cortex, 15(10), 1602-1608.
Sinha, J., & Bagchi, R. (2019). Role of ambient temperature in influencing willingness
to pay in auctions and negotiations. Journal of Marketing, 83(4), 121-138.
Spence, C., Okajima, K., Cheok, A. D., Petit, O., & Michel, C. (2016). Eating with
our eyes: From visual hunger to digital satiation. Brain and Cognition, 110, 53-63.
Stayman, D. M., & Aaker D. A. (1988). Are all the effects of ad-induced feelings
mediated by Aad? Journal of Consumer Research, 15(3), 368-373.
Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93(2),
119-135.
Stroebele, N., & John, M. D. (2004). Effect of ambience on food intake and food choice.
Nutrition, 20(9), 821-838.
Suher, J., Szocs, C., & Van Ittersum, K. (2017). The influence of visual aesthetics on
food choice: The moderating effect of food processing. Advances in Consumer Research, 45, 901-902.
Sundar, A., & Noseworthy, T. J. (2014). Place the logo high or low? Using conceptual
metaphors of power in packaging design. Journal of Marketing, 78(5), 138-151.
Szocs, C., & Biswas, D. (2016). Forks over spoons: The impact of cutlery on calorie
estimates. Journal of the Association for Consumer Research, 1(1), 161-174.
Tagiuri, R., & Petrullo, L. (1958). Person perception and interpersonal behavior. Palo
Alto: Stanford University Press.
Tangari, A. H., Bui, M. (Myla), Haws, K. L., & Liu, P. J. (2018). That’s not so bad,
I’ll eat more! Backfire effects of calories-per-serving information on snack consumption. Journal of Marketing, 83(1), 133-150.
Tomaseti, E., & Ruiz, S. (2009). The evaluation of new utilitarian and symbolic
products: The effect of attribute type and product knowledge. Advances in Consumer Research, 36, 919-921.
Tomita, K., Aiba, T., Kang, J., Matsui, M., & Ohtani, K. (2012). Psychological effects of
tablecloth color and tray color on diners, in J. L. Caivano & M. del Pilar Buera
(Eds.), Color in food: Technological and psychophysical aspects, Boca Raton, FL:
CRC Press, 401-418.
Tom, G., Pettersen, P., Lau, T., Burton, T., & Cook, J. (1991). The role of overt head
movement in the formation of affect. Basic and Applied Social Psychology, 12(3), 281-289.
Van den Bergh, B., Schmitt, J., & Warlop, L. (2011). Embodied myopia. Journal of
Marketing Research, 48(6), 1033-1044.
Van Osselaer, S. M. J., & Alba, J. W. (2000). Consumer learning and brand equity.
Journal of Consumer Research, 27(1), 1-16.
Vigliocco, G., Kousta, S. T., Della Rosa, P. A., Vinson, D. P., Tettamanti, M., Devlin,
J. T., & Cappa, S. F. (2014). The neural representation of abstract words: The
role of emotion. Cerebral Cortex, 24(7), 1767-1777.
Visschers, V. H., Hess, R., & Siegrist, M. (2010). Health motivation and product design
determine consumers’ visual attention to nutrition information on food products.
Public Health Nutrition, 13(7), 1099-1106.
Wang, G.-J., Volkow, N. D., Telang, F., Jayne, M., Ma, J., Rao, M., & Fowler, J. S.
(2004). Exposure to appetitive food stimuli markedly activates the human brain. NeuroImage, 21(4), 1790–1797.
Wang, L., & Chen, Q. (2019). Experiencing sweet taste Affects romantic semantic
processing. Current Psychology, 38, 1131-1139.
Wang, L., & Yao, W. (2016). So near, so good: Does near-distance perception reduce
interpersonal psychological distance? Social Behavior and Personality An International Journal, 44(6), 889-898.
Wang, S. S., & Chou, H. Y. (2018). Effects of game‐product congruity on in‐app
interstitial advertising and the moderation of media‐context factors. Psychology &
Marketing, 36(3), 229-246.
Wang, Y., & Griskevicius, V. (2014). Conspicuous consumption, relationships, and
rivals: Women’s luxury products as signals to other women. Journal of Consumer Research, 40(5), 834-854.
Wansink, B., & Chandon, P. (2006). Can “low-fat” nutrition labels lead to obesity?.
Journal of Marketing Research, 43(4), 605-617.
Weis, R., & Lovejoy, M. C. (2002). Information processing in everyday life:
Emotion-congruent bias in mothers' reports of parent-child interactions. Journal of
Personality and Social Psychology, 83(1), 216-230.
Wells, G. L., & Petty, R. E. (1980). The effects of over head movements on
persuasion: Compatibility and incompatibility of responses. Basic and Applied Social Psychology, 1(3), 219-230.
Wells, W., Burnett, J., & Moriarty, S. (1992). Advertising principles and practice, NJ:
Prentice-Hall.
Williams, L. E., & Bargh, J. A. (2008). Experiencing physical warmth promotes
interpersonal warmth. Science, 322(5901), 606-607.
Wilson, M. (2002). Six views of embodied cognition. Psychonomic Bulletin &
Review, 9(4), 625-636.
Woodruffe, H. R. (1997). Compensatory consumption: Why women go shopping
when they’re fed up and other stories. Marketing Intelligence & Planning,15(7), 325-334.
Woolley, K., & Liu, P. J. (2020). How you estimate calories matters: Calorie estimation
reversals. Journal of Consumer Research. doi: https://doi.org/10.1093/jcr/ucaa059
Wu, X., & Wang, E. (2014). Power shifts attention on a vertical dimension:
An ERP study. Acta Psychologica Sinica, 46(12), 1871-1879.
Yamim, A. P., Mai, R., & Werle, C. O. (2020). Make it hot? How food temperature
(Mis) guides product judgments. Journal of Consumer Research, 47(4), 523-543.
Yang, X., Deng, X., & Bhadauria, A. (2019). Does mere exposure to beauty-related
words promote prosocial behavior? Exploring the mental association between beauty and prosociality. Journal of the Association for Consumer Research, 5(1), 106-116.
Yang, X., Mao, H., Jia, L., & Bublitz, M. G. (2018). A sweet romance: Divergent
effects of romantic stimuli on the consumption of sweets. Journal of Consumer
Research, 45(6), 1213-1229.
Ye, H. (2010). Embodied cognition: A new approach in cognitive psychology.
Advances in Psychological Science, 18(5), 705-710.
Young, M. E. (1995). On the origin of personal causal theories. Psychonomic Bulletin
& Review, 2(1), 83-104.
Yu, H., Chambers, E., & Koppel, K. (2020). Exploration of the food‐related guilt
concept. Journal of Sensory Studies, 36(6), 1-14.
Zanolie, K., Dantzig, S. van, Boot, I., Wijnen, J., Schubert, T. W., Giessner, S. R., &
Pecher, D. (2012). Mighty metaphors: Behavioral and ERP evidence that power shifts attention on a vertical dimension. Brain and Cognition, 78(1), 50-58.
Zhong, C. B., & Leonardelli, G. J. (2008). Cold and lonely. Psychological Science,
19(9), 838-842.
Zhang, M., & Li, X. (2012). From physical weight to psychological significance: The
contribution of semantic activations. Journal of Consumer Research, 38(6),
1063-1075.