Sharing the table: social immersion in photographic food advertising

Joseph N. Pitt, Lawrence Ang

Research output: Contribution to journalMeeting abstract


Eating with other people is a common food experience. This research introduces a new consumer mental phenomenon—social immersion—which occurs during an exposure to photographic food ads. Social immersion is—a subjective mental state when consumers imagine themselves sharing the depicted food experience with other people. This paper investigates the role of social immersion in visual food advertising persuasion. Results from an experimental study show that a food product depicted in a subtle sharing table scene significantly increases social immersion (compared to a non-sharing table scene), thereby heightening purchase intention. Social immersion significantly explains the effects of depiction types on purchase intention. Ad attitude and brand attitude cannot explain the effects of depiction types on purchase intention because the depiction types do not directly affect ad attitude and brand attitude.
Original languageEnglish
Number of pages1
JournalANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings
Publication statusPublished - 2015
EventAustralian and New Zealand Marketing Academy Conference (2015) - Sydney
Duration: 30 Nov 20152 Dec 2015


  • social immersion
  • photography
  • food
  • advertising
  • persuasion


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