ABSTRACT

Social norms play a key role in dietary behaviors. This study tested the underlying mechanism behind social norm effects in the context of the influences of social eating cues (individual vs. group eating cues) in fast food advertisements on motivational responses. Our results indicated that food ads with group eating cues elicited stronger appetitive activation resulting in greater orbicularis oculi activation and greater skin conductivity level, indicating more positive emotional feelings and more sympathetic arousal, compared to food ads with individual eating cues. Group eating cues also led to more favorable self-reported attitudes toward the advertised food products and brands. Overall, findings from this study suggest that exposure to food ads with group eating cues yield greater appetitive responses toward these types of ads and their products, likely creating a stronger degree of perceived social support. Implications are discussed.

摘要

社会规范在饮食行为中起着关键作用。本研究在快餐广告中的社会饮食线索（个人与集体饮食线索）对动机反应的影响的背景下，测试了社会规范效应背后的潜在机制。我们的研究结果表明，与带有个人饮食线索的食品广告相比，带有集体饮食线索的食品广告引起了更强的食欲激活，从而导致更大的眼轮匝肌激活和更高的皮肤电导率水平，表明更积极的情绪感受和更多的同情心唤起。集体饮食线索也导致了对广告食品和品牌的更有利的自我报告态度。连身衣，这项研究的结果表明，接触带有集体饮食线索的食品广告会对这些类型的广告及其产品产生更大的食欲反应，可能会产生更强的感知社会支持。讨论了影响。