Drawing on mental simulation theory, this research examines the impact of consumption guidance and, in particular, the use of visual illustration in the design of consumption guidance on consumers’ evaluations of cultural food consumption. Through two consecutive studies, our research shows that photo (vs. art) illustration more effectively boosts consumers’ perceived food attractiveness and future purchase intention for cultural food consumption. The advantage of photo (vs. art) illustration is also moderated by ritual practice and consumers’ cosmopolitanism, as well as consumption guidance format. Moreover, we demonstrate that cognitively engaged mental simulation is the psychological mechanism underlying the conditional impact of photo (vs. art) illustration on consumers’ evaluations. These findings offer notable implications for theory and practice and present promising avenues for future research.

本研究借鉴心理模拟理论，考察了消费指导的影响，特别是在消费指导设计中使用视觉插图对消费者对文化食品消费的评价的影响。通过连续两项研究，我们的研究表明，照片（与艺术）插图更有效地提升了消费者对文化食品消费的感知食品吸引力和未来购买意愿。照片（vs.艺术）插画的优势还受到仪式实践和消费者世界主义以及消费指导格式的调节。此外，我们证明了认知参与的心理模拟是照片（与艺术）插图对消费者评估的条件影响的心理机制。