To make your mouth water or not? How field dependence/independence and occasion-setting cues affect consumers’ food intake intention
研究了场合设定线索与消费者认知风格（场依赖程度）的交互作用如何影响食物摄入意图，发现场依赖型消费者在场合线索广告下更易产生食欲和购买意向，心理模拟起中介作用，认知负荷起调节作用。
Purpose This study aims to empirically investigate how the interaction effect of occasion-setting cues and consumers’ cognitive styles (e.g. field dependence levels) influences their food intake intention. Design/methodology/approach In this research, several scenario simulation studies were conducted to verify the hypotheses. A total of 646 participants were recruited for the experiments, and samples were obtained through well-established online research platforms. Findings In the occasion-setting cue advertisement condition, field-dependent (vs field-independent) consumers displayed increased cravings for food and purchase intention, with mental simulation playing a mediating role and cognitive load playing a moderating role. Research limitations/implications The influence of others (e.g. servers and other consumers) was not taken into consideration in this study. Future research can extend this study by conducting field experiments. Practical implications The research conclusions can help various organisations reduce consumers’ food overconsumption intention and encourage healthier food choices by adjusting occasion-setting cues in marketing stimuli and identifying the target consumers’ cognitive styles. Originality/value Based on embodied cognition theory, this study reveals the influence and internal mechanism of the interaction effect between occasion-setting cues and individual cognitive style on eating desire.