Would you like a Bite? The Influence of an Advertisement’s Dessert Portrayal on Consumer Perceptions of Desirability

Abstract

The purpose of this thesis is to assess dieting consumers’ perceptions of dessert advertisements containing subtle food cues. Participants were presented with one of three dessert advertisements depicting either, a dessert that had been left untouched, cut in half, or had a bite mark. Across the studies, the results show that the image of the bitten dessert is more preferred than the cut or whole desserts among participants with dieting experience. The relationship between dessert type and dieting is mediated via perceptions of realness/authenticity. The findings contribute to the literature on food consumption and advertising. Companies advertising low-fat products to dieting consumers can benefit from the results of these studies.