The effect of perspectives in food pictures on unhealthy food choices

Consumers choose less unhealthy food when seeing pictures of food shot in a top perspective vs. a diner's eye perspective. These two commonly used perspectives in food pictures respectively show the food vertically downwards, or mimic the viewing point of a person sitting at a table, looking at the food in front of them on the table. Although both perspectives are frequently used in food pictures, consumers are more used to seeing their food from a diner's eye perspective. We show that lower familiarity with seeing food in top perspective (vs. diner's eye perspective) decreases product vividness and subsequently lowers consumers' need for instant gratification. Hence, less unhealthy food is chosen.

Automated summary

Consumers are more accustomed to seeing their food from a diner's eye perspective in food pictures, and when viewing top perspective images, they show decreased need for instant gratification and tend to choose less unhealthy food.