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open access
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ISSN : 1229-8778
Previous research demonstrated that visual product depictions within advertisements facilitate mental simulation that evokes motor responses. Visually depicting a product that facilitates more (vs. less) embodied mental simulation results in heightened purchase intentions. This research suggests that the mental simulation effect is moderated by the level of dietary restraint. We test the proposed effect in two laboratory studies using vice product(study 1) and virtue product(study 2). In study 1 using cheese burger ad, we investigated the interaction effect between the visual depiction and the level of dietary restraint on eating behavior. As a results, restraint eater more eat the burger when visual product depiction is presented in advertising than without. On the other hand, unrestrant eater do not differ according to the visual depiction condition. In study 2 using salad ad, we found different results with study 1. Unrestraint eater more eat the burger when visual product depiction is presented in advertising than without and restrant eater do not differ according to the visual depiction condition. Results also show that the observed effect is mediated by the mental simulation. We can draw several theoretical and practical contributions. Theoretically, this research contributes to the visual depiction literature by providing novel evidence for moderating effect of dietary restraint on relation between visual depiction and eating behavior. Furthermore, this research offer practitioners with important insights into the effective marketing communication.
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