甜滋滋的愛情衝擊：浪漫圖文刺激對食品態度與購買意願之影響

The Impact of Sweet Love: Effects of Romantic Stimuli on Food Attitudes and Purchase Intentions

具浪漫意涵的產品廣告在日常生活中頻繁出現，但卻很少研究聚焦於浪漫廣告，尤其缺乏以食品廣告來測試浪漫訴求的效果。本研究以「浪漫是甜的」概念隱喻為核心，並運用連結理論、基模一致性、體現認知等理論，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，並檢測食品種類以及背景圖像溫度的干擾效果。三個實驗結果發現：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、產品態度和購買意願，且會透過療癒感的正向中介影響態度反應；浪漫圖文用於甜食廣告會提升療癒感和態度反應，用於非甜食廣告則提升熱量預估；冷圖像背景時，搭配浪漫圖文可提升熱量預估和態度反應，熱圖像背景時則提升療癒感及態度反應。本研究釐清浪漫訴求在食品廣告中的作用，並提供食品行銷相關建議。

Advertisements invoking romantic appeals are used across consumer product categories including foods. However, the effects of food advertisements with romantic appeals are under-researched. Focusing on the metaphorical association between romance and sweetness, this study uses associative theory, schema congruity theory, and embodied cognition to explore whether romantic graphics in food advertisements influence consumers’attitudes and purchase intentions through the negative mediation of calorie estimations and positive mediation of feelings of healing. The moderating effects of food type and background image temperature are also examined. The results of three experiments show that romantic (vs. nonromantic) food advertisements increase feelings of healing, calorie estimations, product attitudes, and purchase intentions. The effects of romantic stimuli on attitudinal responses are positively mediated by feelings of healing. Romantic stimuli increase feelings of healing and attitudinal responses for sweet foods, but only increase calorie estimations for non-sweet foods. Romantic content increases calorie estimations in advertisements with cold background images but increases feelings of healing in advertisements with hot background images. This study clarifies the effects of romantic appeals in food advertising and provides suggestions for food marketing.