This research examines how consumers’ intentions to purchase food change depending on the visualisation mode (3D vs. AR) and product format (served vs. packaged). In three studies, we demonstrate that mental simulation of eating experiences (process and outcome) mediate these effects. Study 1 shows that AR visualisation of a served food improves simulation of the eating process over 3D visualisation, with a positive effect on purchase intention. Study 2 reveals that 3D visualisation improves purchase intention for packaged products (high instrumental properties) over served products (low instrumental properties) while the opposite is true for AR visualisation. In addition, interactivity and immersion mediate the effects of 3D (vs. AR) on mental simulation of the eating process for packaged products. Study 3 extends these results by showing that 3D increases purchase intention by eliciting mental simulation of the eating outcome, when the food is visible due to transparent (vs. opaque) packaging (displaying both sensory and instrumental properties), but that no such differences emerge for AR. This research highlights the importance of using different visualisation modes to promote food depending on the product format. The findings have important implications for both offline and online retailers.

这项研究考察了消费者购买食品的意图如何根据可视化模式（3D 与 AR）和产品格式（服务与包装）而发生变化。在三项研究中，我们证明了饮食体验（过程和结果）的心理模拟调节了这些影响。研究 1 表明，与 3D 可视化相比，提供食物的 AR 可视化改进了对进食过程的模拟，对购买意愿产生了积极影响。研究 2 表明，3D 可视化提高了包装产品（高工具属性）的购买意愿，而不是服务产品（低工具属性），而 AR 可视化则相反。此外，交互性和沉浸感调节 3D（与 AR）对包装产品进食过程的心理模拟的影响。研究 3 扩展了这些结果，表明 3D 通过引发对饮食结果的心理模拟来增加购买意愿，当食物由于透明（与不透明）包装（显示感官和工具特性）而可见时，但没有出现这种差异对于 AR。这项研究强调了根据产品格式使用不同的可视化模式来推广食品的重要性。这些发现对线下和在线零售商都有重要影响。这项研究强调了根据产品格式使用不同的可视化模式来推广食品的重要性。这些发现对线下和在线零售商都有重要影响。这项研究强调了根据产品格式使用不同的可视化模式来推广食品的重要性。这些发现对线下和在线零售商都有重要影响。