吃硬不吃軟：食品口感文字描述對熱量預估之影響

Eat Hard not Soft Food: Effects of the Description of Oral Haptics on Calorie Estimation

周軒逸(Hsuan-Yi Chou) ； 邱育佳(Yu-Chia Chiu)

《管理學報》 36卷1期 (2019/03) Pp. 53-82

https://doi.org/10.6504/JMBR.201903_36(1).0003

摘要

健康飲食已是現今生活型態主流，消費者的口感經驗（軟嫩vs.硬脆）是衡量食品熱量的第一印象，也是刺激後續消費的重要感官因素，本研究結合心理連結機制和圖像基模理論，旨在探討若將消費者的食品口感經驗轉化為廣告中的口感文字描述，會如何影響消費者的食品熱量預估。三個實驗的結果發現：（1）以軟嫩口感文字來描述食品，相較於硬脆，會產生較高的熱量預估；（2）食品低脂宣稱、低瘦身意圖者會減弱口感文字描述效果、食品仰視拍攝則會強化；（3）食品拍攝視角也會影響食品知覺；（4）對於不同食品消費目標的消費者，口感文字描述對購買意願的影響有別。本研究對於食品消費領域具重要理論貢獻，也提供廠商與消費者在食品廣告設計和消費決策時之參考建議。

關鍵字

口感 ； 熱量預估 ； 連結理論 ； 圖像基模理論

並列摘要

Eating healthy has become the mainstream lifestyle today. Oral haptics often provide the first impression during food evaluation and are the most direct and important sensory experience affecting whether consumers continue to consume the food. Based on the mental association mechanism and image schema theory, this study converts actually experienced oral haptics into pure text description in food advertisements and examines how such textual descriptions affect consumers' calorie estimations. This research conducted three experiments and found that (1) textual descriptions of soft (vs. hard) oral haptics can induce consumers to have higher calorie estimations;(2) low-fat claims and consumers' low weight-loss intentions weaken the effect of oral-haptic descriptions on calorie estimations, but using a low angle to photograph the advertised food strengthens this effect; (3) camera angles affect food perception; (4) the effect of oral-haptic descriptions on purchase intention depends on consumers' food consumption goals. These findings provide important theoretical implications on food consumption research. Practical suggestions for food manufacturers, marketers, and consumers are discussed.

並列關鍵字

oral haptics ； calorie estimation ； associative theory ； image schema theory

參考文獻

尤嫣嫣，2001。由身體意象觀點談體重控制計畫。學校衛生， 第三十八期： 56-59 。(Yu, Y. 2001. Weight control program – The viewpoint of body image. Chinese Journal of School Health, 38: 56-59.)

王素梅與李河水，2008。2008 年台灣食品消費分析文集。台北：行政院農業委員會。(Wang, S. M., & Li, H. S. 2008. Selected topics on food consumption in Taiwan, 2008. Taipei: Council of Agriculture, Executive Yuan.)

周圓圓、陳瑞與鄭毓煌，2017。重口味食物會使人變胖？─鹹味對食物熱量感知的影響。心理學報，第四十九卷第四期：513-525。(Zhou, Y., Chen, R., & Zheng, Y. 2017. Salty food brings obesity? The effect of saltiness on calorie estimation. Acta Psychologica Sinica, 49(4): 513-525.)

林宜親與林薇，2000。青少年體型意識與節制飲食行為之研究。中華公共衛生雜誌，第十九卷第一期：33-41。(Lin, Y. C., & Li, W. 2000. Study of body image and dietary restraint in adolescence. Chinese Journal of Public Health, 19(1): 33-41.)

侯心雅與盧鴻毅，2008。身材不滿意之決定因子及身材不滿意對瘦身意圖的影響：以女大學生例。健康促進與衛生教育學報，第二十九期：119-138。 (Hou, H. Y., & Lu, H. Y. 2008. The determinants of body dissatisfaction and the influence of body dissatisfaction on weight-loss intention: A study on Taiwanese female college students. Journal of Health Promotion and Health Education, 29: 119-138.)