吃硬不吃軟：食品口感文字描述對熱量預估之影響

Eat Hard not Soft Food: Effects of the Description of Oral Haptics on Calorie Estimation

健康飲食已是現今生活型態主流，消費者的口感經驗（軟嫩vs.硬脆）是衡量食品熱量的第一印象，也是刺激後續消費的重要感官因素，本研究結合心理連結機制和圖像基模理論，旨在探討若將消費者的食品口感經驗轉化為廣告中的口感文字描述，會如何影響消費者的食品熱量預估。三個實驗的結果發現：（1）以軟嫩口感文字來描述食品，相較於硬脆，會產生較高的熱量預估；（2）食品低脂宣稱、低瘦身意圖者會減弱口感文字描述效果、食品仰視拍攝則會強化；（3）食品拍攝視角也會影響食品知覺；（4）對於不同食品消費目標的消費者，口感文字描述對購買意願的影響有別。本研究對於食品消費領域具重要理論貢獻，也提供廠商與消費者在食品廣告設計和消費決策時之參考建議。 Eating healthy has become the mainstream lifestyle today. Oral haptics often provide the first impression during foodevaluation and are the most direct and important sensory experience affecting whether consumers continue to consume thefood. Based on the mental association mechanism and image schema theory, this study converts actually experienced oralhaptics into pure text description in food advertisements and examines how such textual descriptions affect consumers’calorie estimations. This research conducted three experiments and found that (1) textual descriptions of soft (vs. hard)oral haptics can induce consumers to have higher calorie estimations;(2) low-fat claims and consumers’ low weight-lossintentions weaken the effect of oral-haptic descriptions on calorie estimations, but using a low angle to photograph theadvertised food strengthens this effect; (3) camera angles affect food perception; (4) the effect of oral-haptic descriptionson purchase intention depends on consumers’ food consumption goals. These findings provide important theoreticalimplications on food consumption research. Practical suggestions for food manufacturers, marketers, and consumers arediscussed.