Although healthy eating is now part of the mainstream lifestyle, we still often overeat because of various external and internal stimuli. This study examines whether there is a conceptual metaphorical relationship between sadness and saltiness and how psychological saltiness is linked to physiological saltiness and subsequent effects on consumers’ intake of different flavored foods. This study used an experimental method and an implicit association test to conduct five formal studies. The important findings are as follows. First, exposure to sad (versus non-sad) stimuli increases the accessibility of the psychological saltiness concept, and when the character expressing sadness sheds tears (versus no tears), it would strengthen the positive impact of sad stimuli on the accessibility of psychological saltiness. Second, when the degree of stimulus scenes related to ordinary people’s lives is high, the sad (versus non-sad) stimuli reduce the accessibility of physiological saltiness and the intention to consume salty foods but increase the intention to consume other flavored foods. Third, when consumers are exposed to sad (versus non-sad) stimuli in a media multitasking situation, it increases the accessibility of physiological saltiness and the intention to consume salty foods but reduces the intention to consume other flavored foods. The results contribute to conceptual metaphors, the assimilation‑contrast theory, and food intake research. These findings remind practitioners of the suitable timing of food placement and the advertising exposure of different food flavors. Furthermore, it is of great significance for government agencies as it can help them guard national health and increase citizens’ welfare.

Authors:
Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan
Chun-Han Yang, National Sun Yat-sen University, Taiwan

About the Presenter(s)
Hsuan-Yi Chou is a Professor in the Instititude of Marketing Communication at National Sun Yat-sen University. His research areas include advertising effects, e-commerce, consumer behavior, and political communication.

See this presentation on the full schedule – Friday Schedule

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