dc.description.abstract |
Customers evaluate a product by linking their perception with it. Whenever customers facing a purchase decision, their visual plays the most important role(Fenko, Schifferstein & Hekkert, 2010). However, the appearance of a product comes with lots of aspects, such as shape, color, arrangement, size and so on; every aspect has different impact on a product. This article examines how different visual appearance of food influence customers′ cognition.
By designing different scenarios of our experiment, data was collected through entity questionnaire from students of college and master′s degree. The following results support the hypothesis of studies:
1.Taste of food in circular tablewares is higher than in square-shaped tablewares, and taste of food in square-shaped tablewares is higher than in irregular-shaped tablewares.
2.Taste of food, willingness to pay and recommendation intention are higher when food is equally sliced than is unequally sliced.
3.When food placed on the left side, willingness to pay, recommendation intention and taste of equally-sliced food are higher than unequally-sliced food. However, when food placed on the right side, there is no significant difference between equally-sliced food and unequally-sliced food.
4.When the arrangement of food is continuous, willingness to pay, recommendation intention and taste of food are higher than discontinuously-arranged food.
5.When food placed on the left side and low contrast between the color of food and tablewares, willingness to pay, recommendation intention and taste of food are higher than high contrast between the color of food and tablewares, whereas there is no significant difference when food is placed on the right side. | en_US |