Tackling Over-Consumption: How Proximal Depictions of Unhealthy Food Products Influence the Consumption Behavior

• In Event: 8.16 Aesthetics, Choice, and Persuasion

Short Abstract

Do spatially proximal depictions of unhealthy (but not healthy) food products within an advertisement image increase the desire to eat? Across a pilot and three main studies, we find support for the influence of proximal ad depictions on food consumption outcomes. These results have implications for the phenomena of over-eating.

Authors

• Sumit Malik, IE Business School, IE University

• Eda Sayin, IE Business School, IE University, Spain

• Kriti Jain, IE Business School, IE University, Spain