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The real deal: Willingness-to-pay and satiety expectations are greater for real foods versus their images

机译：真正的交易：真实食物的支付意愿和饱腹感期望比其形象高

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Laboratory studies of human dietary choice have relied on computerized two-dimensional (2D) images as stimuli, whereas in everyday life, consumers make decisions in the context of real foods that have actual caloric content and afford grasping and consumption. Surprisingly, few studies have compared whether real foods are valued more than 2D images of foods, and in the studies that have, differences in the stimuli and testing conditions could have resulted in inflated bids for the real foods. Moreover, although the caloric content of food images has been shown to influence valuation, no studies to date have investigated whether ‘real food exposure effects’ on valuation reflect greater sensitivity to the caloric content of real foods versus images. Here, we compared willingness-to-pay (WTP) for, and expectations about satiety after consuming, everyday snack foods that were displayed as real foods versus 2D images. Critically, our 2D images were matched closely to the real foods for size, background, illumination, and apparent distance, and trial presentation and stimulus timing were identical across conditions. We used linear mixed effects modeling to determine whether effects of display format were modulated by food preference and the caloric content of the foods. Compared to food images, observers were willing to pay 6.62% more for (Experiment 1) and believed that they would feel more satiated after consuming (Experiment 2), foods displayed as real objects. Moreover, these effects appeared to be consistent across food preference, caloric content, as well as observers’ estimates of the caloric content of the foods. Together, our results confirm that consumers’ perception and valuation of everyday foods is influenced by the format in which they are displayed. Our findings raise important new insights into the factors that shape dietary choice in real-world contexts and highlight potential avenues for improving public health approaches to diet and obesity.
机译：对人类饮食选择的实验室研究依赖于计算机化的二维（2D）图像作为刺激，而在日常生活中，消费者则在具有实际卡路里含量并能够掌握和食用的真实食品的情况下做出决定。令人惊讶的是，很少有研究比较真实食品是否比食品的2D图像更有价值，并且在具有刺激性和测试条件的差异的研究中，真实食品的报价可能会过高。此外，尽管已显示食物图像的热量含量会影响评估，但迄今为止，尚无研究调查“真实食物暴露对评估的影响”是否反映出对真实食物相对图像的热量敏感性更高。在这里，我们比较了消费意愿（WTP）和对食用日常零食后的饱腹感的期望，这些零食被显示为真实食物与2D图像。至关重要的是，我们的2D图像在尺寸，背景，光照和视在距离方面与真实食物紧密匹配，并且在各种情况下，试验演示和刺激时机都相同。我们使用线性混合效应模型来确定显示格式的效应是否受到食物偏好和食物热量的调节。与食物图像相比，观察者愿意为（实验1）多付6.62％的费用，并认为他们在食用作为真实对象显示的食物后会感到更加满足（实验2）。此外，这些影响似乎在食物偏爱，热量含量以及观察者对食物热量含量的估计中是一致的。在一起，我们的结果证实了消费者对日常食品的认知和评估受到展示方式的影响。我们的发现对构成现实世界中饮食选择的因素提出了重要的新见解，并强调了改善饮食和肥胖症公共卫生方法的潜在途径。

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