Fresh from the Tree: Implied Motion Improves Food Evaluation

Gvili, Yaniv, Aner Tal, Monty Amar, Yeal Hallak, Brian Wansink, Michael Giblin, and Colombe Bommelaer, (2015), “Fresh From the Tree: Implied Motion Improves Food Evaluation,” Food Quality and Preference, 46, 160-165.

25 Pages Posted: 13 Aug 2015 Last revised: 28 Apr 2017

See all articles by Yaniv Gvili

Yaniv Gvili

Ono Academic College

Tal Aner

affiliation not provided to SSRN

Yael Hallak

Ono Academic College

Brian Wansink

Retired

Michael Giblin

University of Florida, Warrington College of Business Administration, Students

Colombe Bommelaer

Cornell University, Dyson School of Applied Economics and Management, Students

Date Written: March 18, 2015

Abstract

The current research explores whether the often-used depiction of foods in motion both on packaging and in marketing campaigns helps improve consumer judgments of food products. In two studies, we show that depictions of food with implied motion lead to enhanced evaluations of both freshness and appeal. This occurs even when motion is merely implied, rather than actual. These findings shed light on the common practice of showing motion in food advertising and in food packaging design. We argue that this phenomenon may relate to an overextension of a primitive link between motion and freshness. This feature can be used to help promote healthier food choices and consumption by increasing their appeal via implied motion.

Keywords: Food, Freshness, Advertising, Packaging, Evolutionary psychology

Suggested Citation

Gvili, Yaniv and Aner, Tal and Hallak, Yael and Wansink, Brian and Giblin, Michael and Bommelaer, Colombe, Fresh from the Tree: Implied Motion Improves Food Evaluation (March 18, 2015). Gvili, Yaniv, Aner Tal, Monty Amar, Yeal Hallak, Brian Wansink, Michael Giblin, and Colombe Bommelaer, (2015), “Fresh From the Tree: Implied Motion Improves Food Evaluation,” Food Quality and Preference, 46, 160-165., Available at SSRN: https://ssrn.com/abstract=2643015

Yaniv Gvili

Ono Academic College ( email )

Tzahal Street 104
Kiryat Ono, 55000
Israel

Tal Aner

affiliation not provided to SSRN

Yael Hallak

Ono Academic College ( email )

Tzahal Street 104
Kiryat Ono, 55000
Israel

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Michael Giblin

University of Florida, Warrington College of Business Administration, Students ( email )

Gainesville, FL
United States

Colombe Bommelaer

Cornell University, Dyson School of Applied Economics and Management, Students ( email )

Ithaca, NY
United States

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