Visual imagery is a vital component in consumer perceptions, especially with food products. However, research has neglected the role of imagery types (i.e., representational versus abstract) in those perceptions, especially in relation to two important categorizations of food items: vices and virtues. Three studies demonstrate that consumers respond more favorably when food products are depicted with representational (versus abstract) imagery. However, these effects vary depending upon if the product is a vice or a virtue. Specifically, vice products result in greater purchase intentions when depicted with representational imagery versus abstract imagery, whereas that advantage is attenuated between imagery types for virtue products. Further, visual clarity is revealed as the underlying process, and symbolic meaningfulness and anticipated guilt are ruled out as potential alternative explanations. The findings carry implications for retailers and brands seeking to increase or decrease consumption of vices and virtues, depending on the desired goal.
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