How names and shapes correspond to the nature of products: an evaluation of auspicious foods
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 2 April 2024
Abstract
Purpose
Restaurant operators often use auspicious connotations embedded in the names and shapes of dishes to increase consumers’ purchase intentions. However, the interaction effect of multiple auspicious cues (i.e. food name and shape) on purchase intentions has rarely been examined in the restaurant context. Thus, grounded in processing fluency theory, this study investigates the direct influence of the two-way interaction effect of food name (auspicious vs nonauspicious) and shape (auspicious vs. nonauspicious) on purchase intentions and its indirect influence via perceived auspiciousness and positive emotions.
Design/methodology/approach
Utilizing a 2 (food name: auspicious name vs. nonauspicious name) × 2 (food shape: auspicious shape vs. nonauspicious shape) between-subjects design, the authors conducted two experimental studies with 356 Chinese customers. In Study 1, which focused on a main dish, we investigated the two-way interaction effect food name × food shape on purchase intentions. In Study 2, we replicated this experimental study by focusing on a different food type (i.e. dessert) to test the direct and indirect influences of the two-way interaction of food name × food shape on purchase intentions through perceived auspiciousness and positive emotions.
Findings
The results reveal that the congruity condition of auspicious names and shapes significantly influences consumers’ purchase intentions. Congruity with auspicious food cues also indirectly affects purchase intentions through consumers’ perceived auspiciousness and positive emotions. These effects were consistently observed in two experimental studies analyzing different dish types (main dish and dessert).
Practical implications
Restaurateurs should consider utilizing auspicious food cues to attract customers. Specifically, they should combine both food name and shape to increase their perceived auspiciousness and sales.
Originality/value
This study tested processing fluency theory using auspicious food cues. This study contributes to the hospitality literature by improving our understanding of the congruence effect by exemplifying the conceptual alignment between food name and food shape.
Keywords
Citation
Kim, J.-H. and Song, H. (2024), "How names and shapes correspond to the nature of products: an evaluation of auspicious foods", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-12-2023-1196
Publisher
:Emerald Publishing Limited
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