Representational versus abstract imagery: Effects on purchase intentions between vice and virtue foods

Visual imagery is a vital component in consumer perceptions, especially with food products. However, research has neglected the role of imagery types (i.e., representational versus abstract) in those perceptions, especially in relation to two important categorizations of food items: vices and virtues. Three studies demonstrate that consumers respond more favorably when food products are depicted with representational (versus abstract) imagery. However, these effects vary depending upon if the product is a vice or a virtue. Specifically, vice products result in greater purchase intentions when depicted with representational imagery versus abstract imagery, whereas that advantage is attenuated between imagery types for virtue products. Further, visual clarity is revealed as the underlying process, and symbolic meaningfulness and anticipated guilt are ruled out as potential alternative explanations. The findings carry implications for retailers and brands seeking to increase or decrease consumption of vices and virtues, depending on the desired goal.

Automated summary

Visual imagery plays a vital role in consumer perceptions of food products, with consumers responding more favorably to representational imagery compared to abstract imagery, particularly for vice products. The findings suggest that retailers and brands can strategically use visual imagery to influence consumer purchase intentions for vices and virtues.