Visual metaphors in food advertising: A cross-cultural study

• Published in: Food research international Vol. 115; pp. 338 - 351
• Main Authors: Margariti, Kostoula, Boutsouki, Christina, Hatzithomas, Leonidas, Zotos, Yorgos
• Format: Journal Article
• Language: English
• Published: Canada Elsevier Ltd 01.01.2019
• Subjects: Advertising; Attitude; Attitudes; Coffee; Consumer Behavior; cross cultural studies; Cross-Cultural Comparison; Culture; Food; food advertising; Food Industry; Humans; Ice Cream; India; Metaphor; United States; Visual Metaphors; United States; India; Food Industry; Attitudes; Culture; Visual Metaphors

Even though, to date, numerous studies in food advertising have considered the use of visual metaphors, their impact on consumers' responses in diverse cultures has been only narrowly investigated. The present study scrutinizes the conditional indirect effect of visual metaphors on the moderate...