Larger = more attractive? Image size on food packages influences purchase likelihood
研究发现食品包装上更大的食物图片能提升消费者的购买意愿，这种效应通过心理意象中介，且仅对放纵食品（非健康食品）有效，为肥胖率上升提供了新视角。
Abstract The current research demonstrates that larger (vs. smaller) food images on food packages can positively influence consumers' initial product attitudes toward the food (i.e., purchase likelihood). Three studies examine the predictions. Compared with smaller food images, larger ones improve purchase likelihood (Studies 1 and 2). The effect is mediated by mental imagery (Study 2). However, this effect is only observed for vice (vs. virtue) foods (Study 3). Investigating the impact of the food image size on food packages has rarely been explored, but as food packages are likely one of the first stimuli that consumers notice about food on store shelves, its role on initial product attitudes warrants investigation. We discuss how our findings can offer insights into rising obesity rates, thus calling for regulation of food image size on packages amongst policy officials. We discuss the limitations of our work and also offer questions for future research on food consumption, health, and policy.