受到全球掀起綠色飲食風潮及生活型態轉變影響，驅使民眾日漸關注環境永續、食品安全的議題，這股浪潮逐漸帶動台灣有機食品市場的增長。即便健康飲食是現今的主流趨勢，不過對多數消費者而言，仍會優先考慮食物的美味程度，加上普遍民眾認為有機食品價格偏高，要如何突破民眾對有機食品的既定印象：「貴、不好吃」，遂成為行銷推廣上的重要議題。基於過去對於如何改善有機食品刻板印象之研究並不多見，故本研究以有機食品廣告為主軸，旨在探討有機食品以擬人化呈現的視覺效果將如何影響美味感知、品質-價格權衡，並檢測飲食情境背景、廣告利益訴求影響上述過程之干擾作用，透過此途徑幫助改善消費決策與行為，以期對有機食品的消費研究有更全面探討。
　　本研究共執行兩個實驗，探討有機食品擬人化如何影響美味感知、品質-價格權衡、產品態度與購買意願。研究結果發現：(一) 有機食品以擬人化呈現，不論是採取外觀擬人或行為擬人的設計，均有助於提升美味感知、品質-價格權衡、產品態度及購買意願；(二)美味感知會中介有機食品擬人化對產品態度的效果；(三)美味感知、品質-價格權衡對提升消費者有機食品之購買意願存在序列中介機制；(四)飲食情境背景、廣告利益訴求均會干擾有機食品擬人化類型之相對效果，且其個別對美味感知、產品態度、購買意願影響的主效果亦達顯著。
　　本研究結果確立擬人化運用於有機食品將有助提升美味感知，填補過去鮮少研究的缺口，且將擬人化延伸於有機食品行銷領域，擴展擬人化的使用情境與內涵，對於有機食品、擬人化、心理模擬等跨領域研究具有理論貢獻；在實務方面，提供有機相關業者與廣告商後續將擬人化運用於食品廣告實務操作建議，提醒需因應不同情境背景、利益訴求的使用，搭配妥適的擬人化設計，方能打造最佳廣告效果，為有機食品提高產品競爭力並帶來有利的行銷效益。

　Influenced by the global trend of green eating and lifestyle changes, people are increasingly focusing on issues of environmental sustainability and food safety. This trend has gradually propelled the growth of the organic food market in Taiwan. Despite the current mainstream emphasis on healthy eating, the taste of food remains a primary consideration for the majority of consumers. Additionally, there is a widespread perception among the public that organic food is relatively expensive. Overcoming the established impression of "expensive and not tasty" has thus become a crucial issue in marketing and promotion. Given the limited research on improving the stereotypical image of organic food in the past, this study centers on organic food advertisements. It aims to explore how the visual effects of anthropomorphism in organic food presentation impact the perception of taste, quality-price trade-offs, and examines the moderating effects of the eating situation and type of benefit claims used in the advertisements on these processes. Through this approach, the study seeks to contribute to a more comprehensive understanding of consumer decision-making and behavior regarding the consumption of organic food.
This study conducted two experiments to investigate how anthropomorphism in organic food influences the perception of taste, quality-price trade-offs, product attitude, and purchase intention. The results revealed the following: (1) The anthropomorphic presentation of organic food, whether adopting anthropomorphism in appearance or behavior design, contributes to enhancing the perception of taste, quality-price trade-offs, product attitude, and purchase intention. (2) The perception of taste mediates the effects of anthropomorphism in organic food on product attitude. (3) There is a sequential mediation mechanism where the perception of taste and quality-price trade-offs enhances consumers’ intentions to purchase organic food. (4) Both the eating situation and type of benefit claims moderate the relative effects of anthropomorphic types in organic food, and their individual impacts on the perception of taste, product attitude, and purchase intention are also significant.
The findings of this study establish that the application of anthropomorphism in organic food contributes to enhancing the perception of taste, filling a gap in previous research. Moreover, extending anthropomorphism into the realm of organic food marketing expands its contextual usage and significance. This study makes theoretical contributions to interdisciplinary research involving organic food, anthropomorphism, and mental simulation. On a practical level, the study provides valuable insights for stakeholders in the organic industry and advertisers. It offers recommendations for implementing anthropomorphism in food advertising, emphasizing the need to tailor its use to different eating situations and benefit claims. With appropriate anthropomorphic designs, advertisers can achieve optimal advertising effects, ultimately enhancing the competitiveness of organic food products and yielding favorable marketing benefits.

論文審定書 i
謝誌 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 4
第三節 研究問題 11
第四節 研究目的 11
第二章、文獻探討 13
第一節 有機食品 13
第二節 擬人化（Anthropomorphism） 21
第三節　美味感知 32
第四節　心理模擬 42
第五節　品質-價格權衡 47
第六節　飲食情境背景 50
第七節　廣告利益訴求 52
第三章、研究架構與假說推論 54
第一節 研究架構 54
第二節 研究假說 54
第四章、實驗一 64
第一節 研究方法 64
第二節 分析結果 75
第五章、實驗二 94
第一節 研究方法 94
第二節 分析結果 99
第六章、結論與建議 119
第一節 研究發現 119
第二節 研究意涵 122
第三節 研究限制與未來研究方向 130
參考文獻 134
一、中文文獻 134
二、英文文獻 134
附錄 154
附錄一、前測問卷 154
附錄二、實驗一問卷 163
附錄三、實驗二問卷 171

一、中文文獻
有機農業推動中心 (2020年9月4日)。2020有機農業促進論壇－蛻變中的有機消費。取自https://pse.is/4sq42x
有機農業推動中心 (2022年6月3日)。全球有機食品市場新趨勢。取自https://www.oapc.org.tw/2022_0603_global-organic-food-market/
行政院農委會農糧署 (2023年2月)。國內有機及友善耕作種植面積概況。取自https://www.afa.gov.tw/cht/index.php?act=download&ids=123720
行政院農委會農糧署 (2021年12月)。國內有機及友善耕作種植面積概況。取自 https://www.afa.gov.tw/cht/index.php?act=download&ids=128747
李奇勳、蘇瑞蓮、湯士毅 (2018)。影響消費者有機產品態度和購買行為因素之探討。管理與資訊學報，23，1-34。
陳介武 (1998)。有機食品簡介、現況與趨勢。有機食品推廣月刊，25-37
陳姿羽、 汪文豪(2005年 6月 15日)。有機生活全面起跑，天下雜誌，第325期。取自https://www.cw.com.tw/article/5109520
梁榮達 (2017)。台灣有機食品消費市場趨勢之縱斷面研究。餐旅暨觀光，14(4)，205-222。
黃璋如 (2003)。我國與歐美有機農產品驗證制度之比較。農政與農情，(129)，36-40。
蕭鳳崎 (1998)。有機農業與有機食品。科學農業，42，90-97。
Absolute Markets Insights. (2019 , September). Organic food and beverages market. https://www.absolutemarketsinsights.com/reports/Organic-Food-and-Beverages-Market-2019-2027-268
Frick and Bonn. (2023, February 14). The World of Organic Agriculture 2023.FiBL & IFOAM. https://www.organic-world.net/yearbook/yearbook-2023.html
Innova Market Insights (2022年11月10日)。食品飲料產業2023年全球10大趨勢。https://mp.weixin.qq.com/s/5DPiOZldtWqTD-WKY88OOQ

二、英文文獻
Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J., & Van Huylenbroeck, G. (2011). The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food. British Food Journal, 113(11), 1353-1378.
Aggarwal, A., Rehm, C. D., Monsivais, P., & Drewnowski, A. (2016). Importance of taste, nutrition, cost and convenience in relation to diet quality: Evidence of nutrition resilience among US adults using National Health and Nutrition Examination Survey (NHANES) 2007–2010. Preventive Medicine, 90, 184-192.
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.
Ahn, H.-K., Kim, H. J., & Aggarwal, P. (2014). Helping fellow beings: Anthropomorphized social causes and the role of anticipatory guilt. Psychological Science, 25(1), 224-229.
Aktaş Arnas, Y., Taş͓, I., & Gürgah Oğul, İ. (2016). The development of brand awareness in young children: how do young children recognize brands? International Journal of Consumer Studies, 40(5), 536-542.
Anghelcev, G., McGroarty, S., Sar, S., Moultrie, J. L., & Huang, Y. (2020). Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness. Journal of Food Products Marketing, 26(6), 401-424.
Avery, J. A., Liu, A. G., Ingeholm, J. E., Gotts, S. J., & Martin, A. (2021). Viewing images of foods evokes taste quality-specific activity in gustatory insular cortex. Proceedings of the National Academy of Sciences, 118(2), e2010932118.
Bansal, P., & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of Management journal, 43(4), 717-736.
Baptista, I., Valentin, D., Saldaña, E., & Behrens, J. (2021). Effects of packaging color on expected flavor, texture, and liking of chocolate in Brazil and France. International Journal of Gastronomy and Food Science, 24, 100340.
Barsalou, L. W. (2008). Grounded cognition. Annu. Rev. Psychol., 59, 617-645.
Basha, M. B., & Lal, D. (2019). Indian consumers' attitudes towards purchasing organically produced foods: An empirical study. Journal of Cleaner Production, 215, 99-111.
Basso, F., Petit, O., Le Bellu, S., Lahlou, S., Cancel, A., & Anton, J.-L. (2018). Taste at first (person) sight: Visual perspective modulates brain activity implicitly associated with viewing unhealthy but not healthy foods. Appetite, 128, 242-254.
Becker, L., van Rompay, T. J., Schifferstein, H. N., & Galetzka, M. (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17-23.
Becker, M. H., Maiman, L. A., Kirscht, J. P., Haefner, D. P., & Drachman, R. H. (1977). The health belief model and prediction of dietary compliance: A field experiment. Journal of Health and Social behavior, 348-366.
Bernard, J. C., & Liu, Y. (2017). Are beliefs stronger than taste? A field experiment on organic and local apples. Food Quality and Preference, 61, 55-62.
Beyer, J., & Ortiz, R. (2021). How explaining the nature and benefits of organic food in advertising for processed products may increase purchase intent. Journal of Food Products Marketing, 27(2), 57-71.
Bezawada, R., & Pauwels, K. (2013). What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance. Journal of Marketing, 77(1), 31-51.
Biswas, D., & Szocs, C. (2019). The smell of healthy choices: Cross-modal sensory compensation effects of ambient scent on food purchases. Journal of Marketing Research, 56(1), 123-141.
Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. Journal of Marketing, 59(3), 16-29.
Boobalan, K., Nachimuthu, G. S., & Sivakumaran, B. (2021b). Understanding the psychological benefits in organic consumerism: An empirical exploration. Food Quality and Preference, 87, 104070.
Botti, S., & McGill, A. L. (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research, 37(6), 1065-1078.
Bourn, D., & Prescott, J. (2002). A comparison of the nutritional value, sensory qualities, and food safety of organically and conventionally produced foods. Critical reviews in food science and nutrition, 42(1), 1-34.
Boztepe, S. (2007). User value: Competing theories and models. International Journal of Design, 1(2).
Carrillo, E., Varela, P., & Fiszman, S. (2012). Effects of food package information and sensory characteristics on the perception of healthiness and the acceptability of enriched biscuits. Food Research International, 48(1), 209-216.
Chen, F., Sengupta, J., & Adaval, R. (2018). Does Endowing a Product with Life Make One Feel More Alive? The Effect of Product Anthropomorphism on Consumer Vitality. Journal of the Association for Consumer Research, 3(4), 503-513.
Chen, J., Papies, E. K., & Barsalou, L. W. (2016). A core eating network and its modulations underlie diverse eating phenomena. Brain and Cognition, 110, 20-42.
Chen, M.-F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008-1021.
Chen, T., Razzaq, A., Qing, P., & Cao, B. (2021). Do you bear to reject them? The effect of anthropomorphism on empathy and consumer preference for unattractive produce. Journal of Retailing and Consumer Services, 61, 102556.
Chernev, A. (2012). Product assortment and consumer choice: An interdisciplinary review. Foundations and Trends® in Marketing, 6(1), 1-61.
Chinnici, G., D’Amico, M., & Pecorino, B. (2002). A multivariate statistical analysis on the consumers of organic products. British Food Journal, 104(3/4/5), 187-199.
Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48-63.
Cooremans, K., & Geuens, M. (2019). Same but Different: Using Anthropomorphism in the Battle Against Food Waste. Journal of Public Policy & Marketing, 38(2), 232-245.
Cornil, Y., & Chandon, P. (2016). Pleasure as a substitute for size: How multisensory imagery can make people happier with smaller food portions. Journal of Marketing Research, 53(5), 847-864.
Deci, E. L., & Moller, A. C. (2005). The Concept of Competence: A Starting Place for Understanding Intrinsic Motivation and Self-Determined Extrinsic Motivation.
DeCosta, P., Møller, P., Frøst, M. B., & Olsen, A. (2017). Changing children's eating behaviour-A review of experimental research. Appetite, 113, 327-357.
Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). Personification in Advertising. Journal of Advertising, 40(1), 121-130.
Deng, X., & Srinivasan, R. (2013). When do transparent packages increase (or decrease) food consumption? Journal of Marketing, 77(4), 104-117.
Dutta, M. J. (2007). Health information processing from television: The role of health orientation. Health Communication, 21(1), 1-9.
Elder, R. S., & Krishna, A. (2010). The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste. Journal of Consumer Research, 36(5), 748-756.
Elder, R. S., & Krishna, A. (2012). The “visual depiction effect” in advertising: Facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38(6), 988-1003.
Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: a three-factor theory of anthropomorphism. Psychol Rev, 114(4), 864-886.
Escalas, J. E., & Luce, M. F. (2003). Process versus outcome thought focus and advertising. Journal of Consumer Psychology, 13(3), 246-254.
Escalas, J. E., & Luce, M. F. (2004). Understanding the effects of process-focused versus outcome-focused thought in response to advertising. Journal of Consumer Research, 31(2), 274-285.
Evangelidis, I., & Levav, J. (2013). Choice Utility. ACR North American Advances.
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.
Fishbach, A., Eyal, T., & Finkelstein, S. R. (2010). How positive and negative feedback motivate goal pursuit. Social and Personality Psychology Compass, 4(8), 517-530.
Frick, & Bonn. (2023). The World of Organic Agriculture 2023.FiBL & IFOAM. https://www.organic-world.net/yearbook/yearbook-2023.html
Furnham, A., & Henley, S. (1988). Lay beliefs about overcoming psychological problems. Journal of Social and Clinical Psychology, 6(3-4), 423-438.
Glanz, K., Basil, M., Maibach, E., Goldberg, J., & Snyder, D. (1998). Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. Journal of the American Dietetic Association, 98(10), 1118-1126.
Goldsmith, R. E., & Newell, S. J. (1997). Innovativeness and price sensitivity: managerial, theoretical and methodological issues. Journal of Product & Brand Management, 6(3), 163-174.
Grezes, J., & Decety, J. (2002). Does visual perception of object afford action? Evidence from a neuroimaging study. Neuropsychologia, 40(2), 212-222.
Grunert, K. G. (2005). Food quality and safety: consumer perception and demand. European Review of Agricultural Economics, 32(3), 369-391.
Gustavsen, G. W., & Hegnes, A. W. (2020). Individuals’ personality and consumption of organic food. Journal of Cleaner Production, 245, 118772.
Guthrie, S. E. (1995). Faces in the clouds: A new theory of religion. Oxford University Press.
Haasova, S., & Florack, A. (2019). Practicing the (un)healthy = tasty intuition: Toward an ecological view of the relationship between health and taste in consumer judgments. Food Quality and Preference, 75, 39-53.
Hagtvedt, H., & Patrick, V. M. (2008). Art infusion: The influence of visual art on the perception and evaluation of consumer products. Journal of Marketing Research, 45(3), 379-389.
Hamzaoui Essoussi, L., & Zahaf, M. (2008). Decision making process of community organic food consumers: an exploratory study. Journal of Consumer Marketing, 25(2), 95-104.
Han, N. R., Baek, T. H., Yoon, S., & Kim, Y. (2019). Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising. Journal of Retailing and Consumer Services, 51, 352-361.
Harper, G. C., & Makatouni, A. (2002). Consumer perception of organic food production and farm animal welfare. British Food Journal, 104(3/4/5), 287-299.
Hart, P. M., Jones, S. R., & Royne, M. B. (2013). The human lens: How anthropomorphic reasoning varies by product complexity and enhances personal value. Journal of Marketing Management, 29(1-2), 105-121.
Harvey, J. P. (2013). Sensory perception: lessons from synesthesia: using synesthesia to inform the understanding of sensory perception. The Yale Journal of Biology and Medicine, 86(2), 203.
Hawkes, C., Smith, T. G., Jewell, J., Wardle, J., Hammond, R. A., Friel, S., Thow, A. M., & Kain, J. (2015). Smart food policies for obesity prevention. The Lancet, 385(9985), 2410-2421.
Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression‐Based Approach. (2ed.). The Guilford Press.
Hemmerling, S., Hamm, U., & Spiller, A. (2015). Consumption behaviour regarding organic food from a marketing perspective—a literature review. Organic Agriculture, 5(4), 277-313.
Hill, H., & Lynchehaun, F. (2002). Organic milk: attitudes and consumption patterns. British Food Journal, 104(7), 526-542.
Hoegg, J., Alba, J. W., & Dahl, D. W. (2010). The good, the bad, and the ugly: Influence of aesthetics on product feature judgments. Journal of Consumer Psychology, 20(4), 419-430.
Hsu, C.-L., & Chen, M.-C. (2014). Explaining consumer attitudes and purchase intentions toward organic food: Contributions from regulatory fit and consumer characteristics. Food Quality and Preference, 35, 6-13.
Hsu, S.-Y., Chang, C.-C., & Lin, T. T. (2016). An analysis of purchase intentions toward organic food on health consciousness and food safety with/under structural equation modeling. British Food Journal, 118(1), 200-216.
Hsu, S. Y., Chang, C.-C., & Lin, T. T. (2019). Triple bottom line model and food safety in organic food and conventional food in affecting perceived value and purchase intentions. British Food Journal, 121(2), 333-346.
Huang, F., Wong, V. C., & Wan, E. W. (2020). The influence of product anthropomorphism on comparative judgment. Journal of Consumer Research, 46(5), 936-955.
Huang, Y., & Wu, J. (2016). Food pleasure orientation diminishes the “healthy = less tasty” intuition. Food Quality and Preference, 54, 75-78.
Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6(2-3), 94-110.
Hur, J. D., Koo, M., & Hofmann, W. (2015). When temptations come alive: How anthropomorphism undermines self-control. Journal of Consumer Research, 42(2), 340-358.
Insights, A. M. (2019). Organic food and beverages market. https://www.absolutemarketsinsights.com/reports/Organic-Food-and-Beverages-Market-2019-2027-268
Jaeger, A.-K., & Weber, A. (2020). Can you believe it? The effects of benefit type versus construal level on advertisement credibility and purchase intention for organic food. Journal of Cleaner Production, 257, 120543.
Jeong, H. J., & Kim, J. (2020). Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands. Journal of Brand Management, 28(1), 32-47.
Jo, J., & Lusk, J. L. (2018). If it’s healthy, it’s tasty and expensive: Effects of nutritional labels on price and taste expectations. Food Quality and Preference, 68, 332-341.
Jones, C. L., Gray, M. A., Minati, L., Simner, J., Critchley, H. D., & Ward, J. (2011). The neural basis of illusory gustatory sensations: Two rare cases of lexical–gustatory synaesthesia. Journal of Neuropsychology, 5(2), 243-254.
Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981.
Kareklas, I., Carlson, J. R., & Muehling, D. D. (2014). “I eat organic for my benefit and yours”: Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. Journal of Advertising, 43(1), 18-32.
Keesman, M., Aarts, H., Vermeent, S., Hafner, M., & Papies, E. K. (2016). Consumption simulations induce salivation to food cues. PloS One, 11(11), Article e0165449.
Kim, D. J. M., & Yoon, S. (2021). Guilt of the Meat‐Eating Consumer: When Animal Anthropomorphism Leads to Healthy Meat Dish Choices. Journal of Consumer Psychology, 31(4), 665-683.
Kim, K., Cheong, Y., & Zheng, L. (2009). The current practices in food advertising: The usage and effectiveness of different advertising claims. International Journal of Advertising, 28(3), 527-553.
Kim, S., & McGill, A. L. (2011). Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception. Journal of Consumer Research, 38(1), 94-107.
Ko, Y. J., Asada, A., Jang, W., Kim, D., & Chang, Y. (2022). Do humanized team mascots attract new fans? Application and extension of the anthropomorphism theory. Sport Management Review, 25(5), 820-846.
Koo, M., Oh, H., & Patrick, V. M. (2019). From Oldie to Goldie: Humanizing Old Produce Enhances Its Appeal. Journal of the Association for Consumer Research, 4(4), 337-351.
Kotler, P. (2018). Kotler & Armstrong, Principles of Marketing| Pearson. In: Pearson.
Koubaa, Y., & Eleuch, A. (2021). Multimodal Perceptual Processing of Cues In Food Ads: Do You Smell What You See? Journal of Advertising Research, 61(1), 78-94.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
Kushwah, S., Dhir, A., & Sagar, M. (2019). Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns. Journal of Cleaner Production, 236, 117519.
Laksmidewi, D., Susianto, H., & Afiff, A. Z. (2017). Anthropomorphism in advertising: The effect of anthropomorphic product demonstration on consumer purchase intention. Asian Academy of Management Journal, 22(1), 1-25
Landwehr, J. R., McGill, A. L., & Herrmann, A. (2011). It's got the look: The effect of friendly and aggressive “facial” expressions on product liking and sales. Journal of Marketing, 75(3), 132-146.
Larson, J. S., Redden, J. P., & Elder, R. S. (2014). Satiation from sensory simulation: Evaluating foods decreases enjoyment of similar foods. Journal of Consumer Psychology, 24(2), 188-194.
Lee, J., & Lim, H. (2022). Design matters: Cross-modal correspondences between vision and taste in food advertising. Journal of Marketing Communications, 28(2), 132-151.
Lee, W.-c. J., Shimizu, M., Kniffin, K. M., & Wansink, B. (2013). You taste what you see: Do organic labels bias taste perceptions? Food Quality and Preference, 29(1), 33-39.
Lefebvre, S., Hasford, J., & Boman, L. (2022). Less light, better bite: How ambient lighting influences taste perceptions. Journal of Retailing and Consumer Services, 65.
Levin, I. P., & Johnson, R. D. (1984). Estimating price-quality tradeoffs using comparative judgments. Journal of Consumer Research, 11(1), 593-600.
Li, S., & Liu, P. (2022). Will “moving” food tastes better? Effect of dynamic food image in print advertising on food taste perception. Journal of Sensory Studies, 37(1), e12719.
Liehardt, W., & Harwood, R. (1985). Organic farming. Technology public policy and the changing structure of american agriculture". Vol-background papers(21).
Lim, E. A. C., & Ang, S. H. (2008). Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning. Journal of Business Research, 61(3), 225-232.
Loebnitz, N., Schuitema, G., & Grunert, K. G. (2015). Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions. Psychology & Marketing, 32(4), 408-421.
Lunardo, R., & Saintives, C. (2013). The effect of naturalness claims on perceptions of food product naturalness in the point of purchase. Journal of Retailing and Consumer Services, 20(6), 529-537.
Ma, J., Tu, H., Zhou, X., & Niu, W. (2021). Can brand anthropomorphism trigger emotional brand attachment? The Service Industries Journal, 43(7-8), 555-578.
Magnusson, M. K., Arvola, A., Hursti, U.-K. K., Åberg, L., & Sjödén, P.-O. (2003). Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite, 40(2), 109-117.
Marian, L., Chrysochou, P., Krystallis, A., & Thøgersen, J. (2014). The role of price as a product attribute in the organic food context: An exploration based on actual purchase data. Food Quality and Preference, 37, 52-60.
Marques da Rosa, V., Spence, C., & Miletto Tonetto, L. (2019). Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness. International Journal of Consumer Studies, 43(2), 210-217.
Matthews, P., Simmonds, G., & Spence, C. (2019). Establishing boundary conditions for multiple design elements congruent with taste expectations. Food Quality and Preference, 78.
May, F., & Monga, A. (2014). When time has a will of its own, the powerless don't have the will to wait: Anthropomorphism of time can decrease patience. Journal of Consumer Research, 40(5), 924-942.
Maynard, L. J., & Franklin, S. T. (2003). Functional foods as a value‐added strategy: The commercial potential of “cancer‐fighting” dairy products. Applied Economic Perspectives and Policy, 25(2), 316-331.
McGale, L., Harrold, J., Halford, J., & Boyland, E. (2015). Does the presence of brand equity characters on food packaging affect the taste preferences and choices of children? Appetite(87), 390.
Meloy, M. G., & Russo, J. E. (2004). Binary choice under instructions to select versus reject. Organizational Behavior and Human Decision Processes, 93(2), 114-128.
Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163-170.
Miesler, L. (2012). Product choice and anthropomorphic designs: Do consumption goals shape innate preferences for human-like forms? The Design Journal, 15(3), 373-392.
Mondelaers, K., Verbeke, W., & Van Huylenbroeck, G. (2009). Importance of health and environment as quality traits in the buying decision of organic products. British Food Journal. 111(10), 1120-1139.
Mourey, J. A., Olson, J. G., & Yoon, C. (2017). Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion. Journal of Consumer Research. 44(2), 414-431.
Muñoz-Vilches, N. C., van Trijp, H. C., & Piqueras-Fiszman, B. (2020). Tell me what you imagine and I will tell you what you want: The effects of mental simulation on desire and food choice. Food Quality and Preference, 83, 103892.
Nadricka, K., Millet, K., & Verlegh, P. W. (2020). When organic products are tasty: Taste inferences from an Organic= Healthy Association. Food Quality and Preference, 83, 103896.
Nagpal, A., & Krishnamurthy, P. (2008). Attribute conflict in consumer decision making: The role of task compatibility. Journal of Consumer Research, 34(5), 696-705.
Nanay, B. (2018). Multimodal mental imagery. Cortex, 105, 125-134.
Nanay, B. (2020). Synesthesia as (Multimodal) Mental Imagery. Multisens Res, 34(3), 281-296.
Niemyjska, A., Cantarero, K., Byrka, K., & Bilewicz, M. (2018). Too humanlike to increase my appetite: Disposition to anthropomorphize animals relates to decreased meat consumption through empathic concern. Appetite, 127, 21-27.
Niemyjska, A., Myslinska-Szarek, K., & Cantarero, K. (2021). Friends are not to be eaten: Children are reluctant to eat cookies that share physical and psychological human features due to their desire to relate to the food. Appetite, 161, 105121.
Nunnally, J. C., & Bernstein, I. (1978). Psychometric testing.
Ofori-Parku, S. S., & Chansiri, K. Reaching Back to Our Roots: Effectiveness of and Explanation for Nostalgia as an “Organic” Food Advertising Strategy. Available at SSRN 4050428.
Okamoto, M., & Dan, I. (2013). Extrinsic information influences taste and flavor perception: A review from psychological and neuroimaging perspectives. Seminars in cell & developmental biology, 24(3), 247-255
Olsen, S., Christensen, T., Denver, S., Dubgaard, A., & Kærgård, N. (2015). Misperceived climate friendliness of organic food and consumer willingness to pay for actual greenhouse gas emission reduction. In Know Your Food: Food Ethics and Innovation (pp. 309-320). Wageningen Academic Publishers.
Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64-81.
Paakki, M., Aaltojärvi, I., Sandell, M., & Hopia, A. (2019). The importance of the visual aesthetics of colours in food at a workday lunch. International Journal of Gastronomy and Food Science, 16, 100131.
Palcu, J., Haasova, S., & Florack, A. (2019). Advertising models in the act of eating: How the depiction of different eating phases affects consumption desire and behavior. Appetite, 139, 59-66.
Papies, E. K. (2013). Tempting food words activate eating simulations. Frontiers in Psychology, 4, 838.
Papies, E. K., & Barsalou, L. W. (2015). Grounding desire and motivated behavior: A theoretical framework and review of empirical evidence. The psychology of Desire, 36-60.
Papies, E. K., Best, M., Gelibter, E., & Barsalou, L. W. (2017). The role of simulations in consumer experiences and behavior: Insights from the grounded cognition theory of desire. Journal of the Association for Consumer Research, 2(4), 402-418.
Papies, E. K., Claassen, M. A., Rusz, D., & Best, M. (2021). Flavours of desire: Establishing and understanding representations of appetitive stimuli and their motivational implications. In Preparation.
Papies, E. K., Claassen, M. A., Rusz, D., & Best, M. (2022a). Flavors of desire: Cognitive representations of appetitive stimuli and their motivational implications. Journal of Experimental Psychology: General, 151(8), 1919.
Papies, E. K., van Stekelenburg, A., Smeets, M. A. M., Zandstra, E. H., & Dijksterhuis, G. B. (2022b). Situating desire: Situational cues affect desire for food through eating simulations. Appetite, 168, 105679.
Perkins, A. W., & Forehand, M. R. (2012). Implicit self-referencing: The effect of nonvolitional self-association on brand and product attitude. Journal of Consumer Research, 39(1), 142-156.
Petit, O., Spence, C., Velasco, C., Woods, A. T., & Cheok, A. D. (2017). Changing the influence of portion size on consumer behavior via imagined consumption. Journal of Business Research, 75, 240-248.
Petrova, P. K., & Cialdini, R. B. (2005). Fluency of consumption imagery and the backfire effects of imagery appeals. Journal of Consumer Research, 32(3), 442-452.
Pham, C., & Septianto, F. (2019). A smile–the key to everybody’s heart? The interactive effects of image and message in increasing charitable behavior. European Journal of Marketing.
Pino, G., Peluso, A. M., & Guido, G. (2012). Determinants of regular and occasional consumers' intentions to buy organic food. Journal of Consumer Affairs, 46(1), 157-169.
Piqueras-Fiszman, B., Alcaide, J., Roura, E., & Spence, C. (2012). Is it the plate or is it the food? Assessing the influence of the color (black or white) and shape of the plate on the perception of the food placed on it. Food Quality and Preference, 24(1), 205-208.
Prentice, C., Chen, J., & Wang, X. (2019). The influence of product and personal attributes on organic food marketing. Journal of Retailing and Consumer Services, 46, 70-78.
Puzakova, M., Rocereto, J. F., & Kwak, H. (2013). Ads are watching me: A view from the interplay between anthropomorphism and customisation. International Journal of Advertising, 32(4), 513-538.
Raghubir, P., & Greenleaf, E. A. (2006). Ratios in proportion: what should the shape of the package be? Journal of Marketing, 70(2), 95-107.
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.
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.
Reavey, B., Puzakova, M., & Kwak, H. (2011). Seeing man in man’s best friend: the role of anthropomorphism on increasing prosocial behavior. ACR North American Advances.
Rebollar, R., Gil, I., Lidón, I., Martín, J., Fernández, M. J., & Rivera, S. (2017). How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain. Food Research International, 99, 239-246.
Riek, L. D., Rabinowitch, T.-C., Chakrabarti, B., & Robinson, P. (2009). How anthropomorphism affects empathy toward robots. Proceedings of the 4th ACM/IEEE international conference on Human robot interaction, 245-246
Rindova, V. P., & Petkova, A. P. (2007). When is a new thing a good thing? Technological change, product form design, and perceptions of value for product innovations. Organization Science, 18(2), 217-232.
Roberto, C. A., Swinburn, B., Hawkes, C., Huang, T. T., Costa, S. A., Ashe, M., Zwicker, L., Cawley, J. H., & Brownell, K. D. (2015). Patchy progress on obesity prevention: emerging examples, entrenched barriers, and new thinking. The Lancet, 385(9985), 2400-2409.
Romero, M., & Biswas, D. (2016). Healthy-left, unhealthy-right: Can displaying healthy items to the left (versus right) of unhealthy items nudge healthier choices? Journal of Consumer Research, 43(1), 103-112.
Roy, R., & Ng, S. (2012). Regulatory focus and preference reversal between hedonic and utilitarian consumption. Journal of Consumer Behaviour, 11(1), 81-88.
Salgado-Montejo, A., Alvarado, J. A., Velasco, C., Salgado, C. J., Hasse, K., & Spence, C. (2015). The sweetest thing: The influence of angularity, symmetry, and the number of elements on shape-valence and shape-taste matches. Frontiers in Psychology, 6, 1382.
Saluja, S., & Stevenson, R. J. (2018). Cross-modal associations between real tastes and colors. Chemical Senses, 43(7), 475-480.
Schleenbecker, R., & Hamm, U. (2013). Consumers’ perception of organic product characteristics. A review. Appetite, 71, 420-429.
Schouteten, J. J., Gellynck, X., & Slabbinck, H. (2019). Influence of organic labels on consumer's flavor perception and emotional profiling: Comparison between a central location test and home-use-test. Food Research International, 116, 1000-1009.
Schumacher, S., Kemps, E., & Tiggemann, M. (2017). Acceptance-and imagery-based strategies can reduce chocolate cravings: A test of the elaborated-intrusion theory of desire. Appetite, 113, 63-70.
Schwepker Jr, C. H., & Cornwell, T. B. (1991). An examination of ecologically concerned consumers and their intention to purchase ecologically packaged products. Journal of Public Policy & Marketing, 10(2), 77-101.
Sel, A., Sui, J., Shepherd, J., & Humphreys, G. (2019). Self-association and attentional processing regarding perceptually salient items. Review of Philosophy and Psychology, 10(4), 735-746.
Shafir, E. (1993). Choosing versus rejecting: Why some options are both better and worse than others. Memory & Cognition, 21(4), 546-556.
Shao, X., Jeong, E., & Jang, S. (2021). Effectiveness of anthropomorphism in ugly food promotion: Do gender and age matter? Journal of Foodservice Business Research, 24(5), 596-611.
Shao, X., Jeong, E., Jang, S., & Xu, Y. (2020). Mr. Potato Head fights food waste: The effect of anthropomorphism in promoting ugly food. International Journal of Hospitality Management, 89.
Shaw, D., & Shiu, E. (2003). Ethics in consumer choice: a multivariate modelling approach. European Journal of Marketing, 37(10), 1485-1498.
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.
Shiv, B., & Huber, J. (2000). The impact of anticipating satisfaction on consumer choice. Journal of Consumer Research, 27(2), 202-216.
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.
Sokolova, T., & Krishna, A. (2021). Pick your poison: Attribute trade‐offs in unattractive consideration sets. Journal of Consumer Psychology, 31(2), 319-328.
Sinha, I., & Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International Journal of Research in Marketing, 16(3), 237-251.
Speed, L., Papies, E. K., & Majid, A. (2021). Mental simulation across sensory modalities predicts attractiveness of food concepts. Journal of Experimental Psychology: Applied, 29(3), 557–571.
Spence, C. (2011). Crossmodal correspondences: a tutorial review. Atten Percept Psychophys, 73(4), 971-995.
Spence, C. (2015). Multisensory flavor perception. Cell, 161(1), 24-35.
Spence, C. (2019). On the relationship (s) between color and taste/flavor. Experimental Psychology.
Spencer, M., Kurzer, A., Cienfuegos, C., & Guinard, J.-X. (2018). Student consumer acceptance of plant-forward burrito bowls in which two-thirds of the meat has been replaced with legumes and vegetables: The Flexitarian Flip™ in university dining venues. Appetite, 131, 14-27.
Sultan, P., Tarafder, T., Pearson, D., & Henryks, J. (2020). Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: Moderating roles of communication, satisfaction and trust in organic food consumption. Food Quality and Preference, 81, 103838.
Tam, K.-P., Lee, S.-L., & Chao, M. M. (2013). Saving Mr. Nature: Anthropomorphism enhances connectedness to and protectiveness toward nature. Journal of Experimental Social Psychology, 49(3), 514-521.
Taylor, S. E., Pham, L. B., Rivkin, I. D., & Armor, D. A. (1998). Harnessing the imagination: Mental simulation, self-regulation, and coping. American Psychologist, 53(4), 429.
Tomaseti, E., & Ruiz, S. (2009). The evaluation of new utilitarian and symbolic products: the effect of attribute type and product knowledge. ACR North American Advances.
Turoman, N., Velasco, C., Chen, Y.-C., Huang, P.-C., & Spence, C. (2018). Symmetry and its role in the crossmodal correspondence between shape and taste. Attention, Perception, & Psychophysics, 80, 738-751.
van Bergen, G., Zandstra, E. H., Kaneko, D., Dijksterhuis, G. B., & de Wijk, R. A. (2021). Sushi at the beach: Effects of congruent and incongruent immersive contexts on food evaluations. Food Quality and Preference, 91.
van Doorn, J., & Verhoef, P. C. (2011). Willingness to pay for organic products: Differences between virtue and vice foods. International Journal of Research in Marketing, 28(3), 167-180.
Van Doorn, J., & Verhoef, P. C. (2015). Drivers of and Barriers to Organic Purchase Behavior. Journal of Retailing, 91(3), 436-450.
Vega-Zamora, M., Torres-Ruiz, F. J., & Parras-Rosa, M. (2019). Towards sustainable consumption: Keys to communication for improving trust in organic foods. Journal of Cleaner Production, 216, 511-519.
Velasco, C., Michel, C., Woods, A. T., & Spence, C. (2016). On the importance of balance to aesthetic plating. International Journal of Gastronomy and Food Science, 5, 10-16.
Velasco, C., Salgado-Montejo, A., Marmolejo-Ramos, F., & Spence, C. (2014). Predictive packaging design: Tasting shapes, typefaces, names, and sounds. Food Quality and Preference, 34, 88-95.
Velasco, C., & Veflen, N. (2021). Aesthetic plating and motivation in context. International Journal of Gastronomy and Food Science, 24, 100323.
Wan, E. W., Chen, R. P., & Jin, L. (2016). Judging a Book by Its Cover? The Effect of Anthropomorphism on Product Attribute Processing and Consumer Preference. Journal of Consumer Research. 43(6), 1008-1030.
Wan, X., Woods, A. T., van den Bosch, J. J., McKenzie, K. J., Velasco, C., & Spence, C. (2014). Cross-cultural differences in crossmodal correspondences between basic tastes and visual features. Front Psychol, 5, 1365.
Wang, F., & Basso, F. (2019). “Animals are friends, not food”: Anthropomorphism leads to less favorable attitudes toward meat consumption by inducing feelings of anticipatory guilt. Appetite, 138, 153-173.
Wang, J., Dang, W., Hui, W., Muqiang, Z., & Qi, W. (2021). Investigating the Effects of Intrinsic Motivation and Emotional Appeals Into the Link Between Organic Appeals Advertisement and Purchase Intention Toward Organic Milk. Front Psychol, 12, 679611.
Wang, L., Kim, S., & Zhou, X. (2022). Money in a “safe” place: Money anthropomorphism increases saving behavior. International Journal of Research in Marketing. 40(1), 88-108.
Wang, Q. J., Reinoso Carvalho, F., Persoone, D., & Spence, C. (2017). Assessing the effect of shape on the evaluation of expected and actual chocolate flavour. Flavour, 6(1), 1-6.
Ward, J., Hovard, P., Jones, A., & Rothen, N. (2013). Enhanced recognition memory in grapheme-color synaesthesia for different categories of visual stimuli. Frontiers in Psychology, 4, 762.
Ward, J., & Mattingley, J. B. (2006). Synaesthesia: an overview of contemporary findings and controversies. Cortex, 42(2), 129-136.
Watkins, S., Shams, L., Tanaka, S., Haynes, J.-D., & Rees, G. (2006). Sound alters activity in human V1 in association with illusory visual perception. Neuroimage, 31(3), 1247-1256.
Waytz, A., Morewedge, C. K., Epley, N., Monteleone, G., Gao, J. H., & Cacioppo, J. T. (2010). Making sense by making sentient: effectance motivation increases anthropomorphism. J Pers Soc Psychol, 99(3), 410-435.
Werle, C. O. C., Trendel, O., & Ardito, G. (2013). Unhealthy food is not tastier for everybody: The “healthy=tasty” French intuition. Food Quality and Preference, 28(1), 116-121.
Williams, L. E., & Bargh, J. A. (2008). Experiencing physical warmth promotes interpersonal warmth. Science, 322(5901), 606-607.
Williams, P. R., & Hammitt, J. K. (2001). Perceived risks of conventional and organic produce: pesticides, pathogens, and natural toxins. Risk Analysis, 21(2), 319-330.
Williamson, S., & Szocs, C. (2021). Smiling faces on food packages can increase adults' purchase likelihood for children. Appetite, 165, 105301.
Woods, A. T., Marmolejo-Ramos, F., Velasco, C., & Spence, C. (2016). Using single colors and color pairs to communicate basic tastes II: Foreground–background color combinations. I-Perception, 7(5), 2041669516663750.
Xie, H., Minton, E. A., & Kahle, L. R. (2016). Cake or fruit? Influencing healthy food choice through the interaction of automatic and instructed mental simulation. Marketing Letters, 27(4), 627-644.
Yang, D., Lu, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research, 68(12), 2663-2675.
Yang, X., Weber, A., & Grimm, A.-K. (2022). The effects of green consumer empowerment in advertising on corporate evaluations and purchase intention: the case of organic food. Review of Managerial Science, 1-33.
Yee, W. M., Yeung, R. M., & Morris, J. (2005). Food safety: building consumer trust in livestock farmers for potential purchase behaviour. British Food Journal. 107(11), 841-854.
Yiridoe, E. K., Bonti-Ankomah, S., & Martin, R. C. (2005). Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: A review and update of the literature. Renewable Agriculture and Food Systems, 20(4), 193-205.
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zellner, D. A., Loss, C. R., Zearfoss, J., & Remolina, S. (2014). It tastes as good as it looks! The effect of food presentation on liking for the flavor of food. Appetite, 77, 31-35.
Zhao, M., Hoeffler, S., & Zauberman, G. (2011). Mental simulation and product evaluation: The affective and cognitive dimensions of process versus outcome simulation. Journal of Marketing Research, 48(5), 827-839.
Zhou, S., Chen, S., & Li, S. (2021). The shape effect: Round shapes increase consumers' preference for hedonic foods. Psychology & Marketing, 38(11), 2051-2072.
Zhou, X., Kim, S., Wang, L., Morwitz, V., & Aggarwal, P. (2019). Money Helps When Money Feels: Money Anthropomorphism Increases Charitable Giving. Journal of Consumer Research, 45(5), 953-972.