Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/13690
Title: Visual metaphors in food advertising: A cross-cultural study
Authors: Margariti, Kostoula 
Boutsouki, Christina 
Hatzithomas, Leonidas 
Zotos, Yorgos 
Major Field of Science: Social Sciences
Field Category: Media and Communications
Keywords: Attitudes;Culture;Food Industry;Visual Metaphors
Issue Date: 2019
Source: Food Research International, 2019, vol. 115, pp. 338-351
Volume: 115
Start page: 338
End page: 351
Journal: Food Research International 
Abstract: Even though, to date, numerous studies in food advertising have considered the use of visual metaphors, their impact on consumers' responses in diverse cultures has been only narrowly investigated. The present study scrutinizes the conditional indirect effect of visual metaphors on the moderated by culture attitude toward the ad and the resulting attitude toward the brand. Two 2 × 2 full factorial between-subjects experiments with two levels of visual metaphor (presence and absence) and two levels of culture (India and the USA) were used to test our hypotheses. Participants, 417 (207 Indian, 210 US) for the first experiment and 181 (82 Indian, 99 US) for the second experiment were divided in four treatment groups (one for each condition). Two versions of two print advertisements for a novel coffee and a novel ice-cream brand were the experimental stimuli in experiments 1 and 2 respectively. SPSS macro (PROCESS tool) was used for data analysis. Both experiments provided evidence in support of the proposed framework. Visual metaphors in high context cultures (India) seem to have a significantly more positive effect on attitude toward the ad and eventually on attitude toward the brand compared to low context environments (USA).
ISSN: 09639969
DOI: 10.1016/j.foodres.2018.11.030
Rights: © Elsevier
Type: Article
Affiliation : Aristotle University of Thessaloniki 
University of Macedonia 
Cyprus University of Technology 
Publication Type: Peer Reviewed
Appears in Collections:Άρθρα/Articles

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