CAKE OR FRUIT? HOW CONSUMERS' AUTOMATIC AND ADVERTISERS' INSTRUCTED MENTAL SIMULATION INTERACT TO INFLUENCE HEALTHY CHOICE

摘要

The EFA in Study 1 revealed two factors (process AMS and outcome AMS) which were then confirmed by CFA, supporting HI. Further, Study 1 showed that a healthy food visual led to more outcome AMS than an unhealthy food (p = .01), supporting H3. In Study 2, conditions with a familiar visual and familiar name reported significantly greater process AMS (p < .001) and outcome AMS (p<.05) than all other conditions, supporting H2 that AMS is driven by prior exposure and experience with products. Further, Study 2 showed that visuals cued this prior experience greater than names (p<.01). Study 3 tested one matching situation (process AMS/IMS) and revealed that participants in process AMS/IMS match conditions reported higher purchase intentions (p <.05) and higher overall attitudes (p <.05) than those in process AMS/outcome IMS not-match conditions, supporting H4. Study 4 examined both process and outcome AMS/IMS matches. We found significant two-way interactions between IMS and AMS (p <.05). Planned contrasts revealed that outcome IMS produced the highest attitudes (p <.01), and purchase intentions (p <.01) for healthy products (outcome AMS) but lower consumer evaluations for unhealthy products (process AMS); however, for unhealthy food, the effects were reversed, supporting H4.