首页 > 资讯 > 远近端食物感官因素对消费者食物健康性评估及健康食物选择的影响

远近端食物感官因素对消费者食物健康性评估及健康食物选择的影响

泰然健康网
2024-12-24 01:52

摘要：

食物“色、香、味”等感官线索是影响人们食物健康性评估和健康食物选择的重要因素, 但传统感官因素分类未能充分体现新技术环境下食物感官体验的多样性。在此背景下, 可根据感觉器官检测距离(远端vs.近端)以及体验来源(直接vs.间接)将食物感官因素划分为4种类型：近端直接感官因素、近端间接感官因素、远端直接感官因素及远端间接感官因素。这4类感官因素经由不同心理机制对食物健康性评估及健康食物选择产生差异性影响。对于远端感官, 直接和间接体验的感官因素均主要通过心理想象模拟及认知加工机制起作用, 而对于近端感官, 直接体验的感官因素主要通过生理唤醒与大脑奖赏、情绪与记忆产生影响, 但间接体验的感官因素则依然需要通过心理想象模拟机制发挥作用。同时, 感官加工特质、感官刺激暴露情景及间接体验情景会调节食物感官因素与心理机制间关系, 而食物类型与个体特征会调节心理机制和食物健康性评估与健康食物选择间关系。最后, 基于以上整合框架提出未来研究方向展望。

关键词: 远端食物感官因素, 近端食物感官因素, 直接体验, 间接体验

Abstract:

Sensory cues, including color, flavor, and taste, significantly influence individuals' perception of food healthiness and their choice of healthy foods. Digital marketing has presented an abundance of new application scenarios for food-related sensory factors. However, traditional classifications of sensory factors do not fully capture the variety of food sensory perceptions in today's technology-driven context. Therefore, we propose segmenting food sensory factors into four categories, based on distance of detection (distant vs. proximal) and source of experience (direct vs. indirect). These categories are: distant-direct, distant-indirect, proximal-direct, and proximal-indirect sensory factors. This paper first outlines the differing influences of the primary sensory characteristics within these four categories on perceptions of food healthiness and the choice of healthy foods. Distant sensory factors chiefly involve visual and external sound cues related to food. Our focus is on the visual features of food, such as color, shape, aesthetic properties, sound cues from food preparation for direct visual experiences, and elements like food packaging visuals/digital visuals and packaging sounds for indirect experiences. The intent is to summarize the effects of these visual and auditory sensory cues on the perception of food healthiness and the choice of healthy food. Proximal sensory factors, on the other hand, primarily include tactile, olfactory, gustatory, and internal sound cues. These can be further classified into direct experiences of food touch, smell, taste, and chewing sounds, and imagined or digitally simulated experiences. The paper then discusses how these factors shape consumers' perceptions of food healthiness and their choices of healthy food. The paper’s secondary focus is the mechanisms through which different types of food sensory factors influence perceptions and choices around healthy food. For distant sensory factors, direct and indirect experiences mainly operate through mental simulation and cognitive processing mechanisms. Meanwhile, proximal sensory factors primarily functioning through physiological arousal, brain rewards, emotions, and memory, though indirect factors still employ mental simulation mechanisms. Finally, this paper sheds light on boundary moderation mechanisms, showing how sensory processing traits, sensory stimuli exposure scenarios, and indirect experience scenarios moderate the relationship between food sensory factors and psychological mechanisms, and how food types and individual characteristics can moderate the relationship between psychological mechanisms, and the perceptions of food healthiness and choice. The contributions of our research are threefold: First, it deepens the sensory marketing theory. Current studies often classify sensory factors according to physiological senses without taking into account the difference in distance at which different sensory organs detect stimuli. This limitation makes it difficult to capture the commonality of psychological experiences across distant and proximal senses. As digital technologies have become widespread, virtual sensory experiences are now common, yet current research does not sufficiently factor in sensory factors and sensory experience scenarios. We counter this by reclassifying sensory factors based on sensory detection distance and experience scenarios. By comparing and discussing the different influence mechanisms of the four categories of sensory factors identified, we provide a novel framework for future sensory research. Second, our research advances the field of healthy food marketing. Existing research primarily focuses on how to encourage consumers to choose healthy foods, relying on cues such as food labels and health claims. In contrast, we believe that the sensory factors of food, particularly those of the food itself, are more effective in activating consumers' automatic psychological processes and imaginations. We clarify the influences and mechanisms of sensory factors on consumers’ perceptions of food healthiness and choice, thereby fostering an understanding of the mechanisms that drive consumers to choose healthy foods. Lastly, our research enriches our understanding of consumer experiences in today's technology-infused environment. As consumers continually switch between real and virtual sensory experiences, our research builds on consumer experiences in traditional marketing environments and emphasizes the importance of considering both direct and indirect experience scenarios. In helping marketers better understand the psychology and behavior of modern, digital consumers, we aid the promotion of immersive, digital, sensory experiences.

Key words: distal food sensory factors, proximal food sensory factors, direct experience, indirect experience

中图分类号:

B849