The role of emotional ambivalence in photographic food ad persuasion

Joseph N. Pitt, Lawrence Ang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

Viewing food ads can evoke emotional ambivalence because anticipated consumption can make consumers experience pleasure and guilt at the same time. This paper investigates the effect of photographic depiction types in ads, food types and gender on emotional ambivalence and the role of emotional ambivalence in visual food advertising persuasion. Results from an experimental study show that depicting products in consumption sharing scenes helps reduce emotional ambivalence only among women for healthy foods. As emotional ambivalence increases, the effect of ad attitude on brand attitude significantly reduces.
Original languageEnglish
Title of host publicationICORIA 2015
Subtitle of host publicationBridging the gap : conference proceedings
Place of PublicationAmsterdam, The Netherlands
PublisherEuropean Advertising Academy
Pages1-12
Number of pages12
Publication statusPublished - 2015
EventInternational Conference on Research in Advertising (14th : 2015) - London
Duration: 2 Jul 20154 Jul 2015

Conference

ConferenceInternational Conference on Research in Advertising (14th : 2015)
CityLondon
Period2/07/154/07/15

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