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 language | English |
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| Title of host publication | ICORIA 2015 |
| Subtitle of host publication | Bridging the gap : conference proceedings |
| Place of Publication | Amsterdam, The Netherlands |
| Publisher | European Advertising Academy |
| Pages | 1-12 |
| Number of pages | 12 |
| Publication status | Published - 2015 |
| Event | International Conference on Research in Advertising (14th : 2015) - London Duration: 2 Jul 2015 → 4 Jul 2015 |
Conference
| Conference | International Conference on Research in Advertising (14th : 2015) |
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| City | London |
| Period | 2/07/15 → 4/07/15 |