Abstract This study explores the role of food brand logo orientation on consumers’ perceptions and attitudes regarding food products through four studies. Study 1 examines the effects of food brand logo orientation (diagonal vs. vertical) on consumer perceptions of food tastiness and risk. The findings suggest that diagonal (vs. vertical) food brand logos result in higher (lower) taste and risk perception in branded food. Study 2 reveals the underlying mechanisms of this effect by introducing perceived movement as a mediator between logo orientation and food perception. The results support the inference that movement is an underlying mechanism for the effect. Study 3 examines the effects of brand logo orientation and regulatory focus on consumer attitudes regarding branded food. The results suggest that for consumers with a promotion focus, a diagonal (vs. vertical) oriented logo leads to a more favorable attitude toward the food. For consumers with a prevention focus, a diagonal (vs. vertical) oriented logo leads to a less favorable attitude toward the food. Study 4 establishes validity of the above findings regarding native English speakers.

中文翻译：

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对角线还是垂直线？食品品牌标识定位对消费者食品感知和食品态度影响的实证研究

摘要 本研究通过四项研究探讨食品品牌标识定位对消费者对食品的认知和态度的作用。研究 1 检验了食品品牌标识方向（对角线与垂直线）对消费者对食品味道和风险的看法的影响。研究结果表明，对角线（与垂直）食品品牌标识会导致品牌食品的味道和风险感知更高（更低）。研究 2 通过引入感知运动作为标识取向和食物感知之间的中介，揭示了这种效应的潜在机制。结果支持推论，即运动是该效应的潜在机制。研究 3 考察了品牌标识定位和监管重点对消费者对品牌食品态度的影响。结果表明，对于以促销为重点的消费者，对角线（与垂直）方向的标志会导致对食物的更有利的态度。对于注重预防的消费者来说，斜（与垂直）方向的标志会导致对食物的态度不太好。研究 4 确立了上述发现对于母语为英语的人的有效性。