IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v98y2022i2p277-293.html
   My bibliography  Save this article

We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies

Author

Listed:
  • Petit, Olivia
  • Javornik, Ana
  • Velasco, Carlos

Abstract

This research examines how consumers’ intentions to purchase food change depending on the visualisation mode (3D vs. AR) and product format (served vs. packaged). In three studies, we demonstrate that mental simulation of eating experiences (process and outcome) mediate these effects. Study 1 shows that AR visualisation of a served food improves simulation of the eating process over 3D visualisation, with a positive effect on purchase intention. Study 2 reveals that 3D visualisation improves purchase intention for packaged products (high instrumental properties) over served products (low instrumental properties) while the opposite is true for AR visualisation. In addition, interactivity and immersion mediate the effects of 3D (vs. AR) on mental simulation of the eating process for packaged products. Study 3 extends these results by showing that 3D increases purchase intention by eliciting mental simulation of the eating outcome, when the food is visible due to transparent (vs. opaque) packaging (displaying both sensory and instrumental properties), but that no such differences emerge for AR. This research highlights the importance of using different visualisation modes to promote food depending on the product format. The findings have important implications for both offline and online retailers.

Suggested Citation

  • Petit, Olivia & Javornik, Ana & Velasco, Carlos, 2022. "We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies," Journal of Retailing, Elsevier, vol. 98(2), pages 277-293.
    • Handle: RePEc:eee:jouret:v:98:y:2022:i:2:p:277-293
    DOI: 10.1016/j.jretai.2021.04.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435921000336
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2021.04.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Olivia Petit & Carlos Velasco & Charles Spence, 2018. "Are large portions always bad? Using the Delboeuf illusion on food packaging to nudge consumer behavior," Marketing Letters, Springer, vol. 29(4), pages 435-449, December.
    2. Hoyer, Wayne D. & Kroschke, Mirja & Schmitt, Bernd & Kraume, Karsten & Shankar, Venkatesh, 2020. "Transforming the Customer Experience Through New Technologies," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 57-71.
    3. Sarah Hudson & Sheila Matson-Barkat & Nico Pallamin & Guillaume Jégou, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Post-Print hal-02159315, HAL.
    4. Hudson, Sarah & Matson-Barkat, Sheila & Pallamin, Nico & Jegou, Guillaume, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Journal of Business Research, Elsevier, vol. 100(C), pages 459-468.
    5. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability," Journal of Retailing, Elsevier, vol. 95(2), pages 94-114.
    6. Krishna, Aradhna & Cian, Luca & Aydınoğlu, Nilüfer Z., 2017. "Sensory Aspects of Package Design," Journal of Retailing, Elsevier, vol. 93(1), pages 43-54.
    7. Joško Brakus, J. & Schmitt, Bernd H. & Zhang, Shi, 2014. "Experiential product attributes and preferences for new products: The role of processing fluency," Journal of Business Research, Elsevier, vol. 67(11), pages 2291-2298.
    8. Pino, Giovanni & Amatulli, Cesare & Nataraajan, Rajan & De Angelis, Matteo & Peluso, Alessandro M. & Guido, Gianluigi, 2020. "Product touch in the real and digital world: How do consumers react?," Journal of Business Research, Elsevier, vol. 112(C), pages 492-501.
    9. Petit, Olivia & Spence, Charles & Velasco, Carlos & Woods, Andy T. & Cheok, Adrian D., 2017. "Changing the influence of portion size on consumer behavior via imagined consumption," Journal of Business Research, Elsevier, vol. 75(C), pages 240-248.
    10. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    11. Esther K. Papies & Maisy Best & Elena Gelibter & Lawrence W. Barsalou, 2017. "The Role of Simulations in Consumer Experiences and Behavior: Insights from the Grounded Cognition Theory of Desire," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(4), pages 402-418.
    12. Hu Xie & Elizabeth A. Minton & Lynn R. Kahle, 2016. "Cake or fruit? Influencing healthy food choice through the interaction of automatic and instructed mental simulation," Marketing Letters, Springer, vol. 27(4), pages 627-644, December.
    13. Tim Hilken & Ko de Ruyter & Mathew Chylinski & Dominik Mahr & Debbie I. Keeling, 2017. "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 884-905, November.
    14. MacInnis, Deborah J & Price, Linda L, 1987. "The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 473-491, March.
    15. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    16. Rauschnabel, Philipp A. & Felix, Reto & Hinsch, Chris, 2019. "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 43-53.
    17. Liu, Wumei & Batra, Rajeev & Wang, Haizhogn, 2017. "Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation," Journal of Retailing, Elsevier, vol. 93(3), pages 369-381.
    18. Scholz, Joachim & Smith, Andrew N., 2016. "Augmented reality: Designing immersive experiences that maximize consumer engagement," Business Horizons, Elsevier, vol. 59(2), pages 149-161.
    19. Yim, Mark Yi-Cheon & Chu, Shu-Chuan & Sauer, Paul L., 2017. "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 89-103.
    20. Poushneh, Atieh & Vasquez-Parraga, Arturo Z., 2017. "Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 229-234.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Liu, Yunxin, 2023. "How and why a touchscreen interface impacts psychological ownership and its downstream consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Liu, Yunxin, 2023. "Digital exposure to unhealthy food reduces subsequent consumption of unhealthy food," Journal of Business Research, Elsevier, vol. 168(C).
    4. Diksha Sharma, 2023. "Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review," Paradigm, , vol. 27(2), pages 192-210, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pathak, Kanishka & Prakash, Gyan, 2023. "Exploring the role of augmented reality in purchase intention: Through flow and immersive experience," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    2. Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie Isobel & Mahr, Dominik & de Ruyter, Ko, 2020. "Augmented reality marketing: A technology-enabled approach to situated customer experience," Australasian marketing journal, Elsevier, vol. 28(4), pages 374-384.
    3. Mohamed Daassi & Sana Debbabi, 2021. "Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism," Post-Print hal-03372420, HAL.
    4. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    5. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    7. Recalde, Daniella & Jai, Tunmin Catherine & Jones, Robert Paul, 2024. "I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    8. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    9. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    10. William Fritz & Rhonda Hadi & Andrew Stephen, 2023. "From tablet to table: How augmented reality influences food desirability," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 503-529, May.
    11. Yang, Shuai & Carlson, Jeffrey R. & Chen, Sixing, 2020. "How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    12. Hinsch, Chris & Felix, Reto & Rauschnabel, Philipp A., 2020. "Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    13. Joerß, Tom & Hoffmann, Stefan & Mai, Robert & Akbar, Payam, 2021. "Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents," Journal of Business Research, Elsevier, vol. 128(C), pages 510-523.
    14. Poushneh, Atieh, 2021. "How close do we feel to virtual product to make a purchase decision? Impact of perceived proximity to virtual product and temporal purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    15. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    16. Jessen, Alexander & Hilken, Tim & Chylinski, Mathew & Mahr, Dominik & Heller, Jonas & Keeling, Debbie Isobel & de Ruyter, Ko, 2020. "The playground effect: How augmented reality drives creative customer engagement," Journal of Business Research, Elsevier, vol. 116(C), pages 85-98.
    17. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    18. Scholz, Joachim & Duffy, Katherine, 2018. "We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 11-23.
    19. Sun, Chunhua & Fang, Yuan & Kong, Meng & Chen, Xiayu & Liu, Yezheng, 2022. "Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. Diksha Sharma, 2023. "Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review," Paradigm, , vol. 27(2), pages 192-210, December.

    More about this item

    Keywords

    Digital sensory marketing; Augmented reality; 3D visualisation; Online retailing; Food; Mental simulation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:98:y:2022:i:2:p:277-293. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.