Happiness or not? Impacts of multi-stage consumption on the consumer affective response in the use of aesthetic foods
Abstract
Purpose
This study examines the influence of Centrality of Visual Product Aesthetics (CVPA) on multi-stage food consumption and emotions under aesthetic disruption, assessing how CVPA affects consumption and whether food aesthetics moderate these behaviours and emotional responses.
Design/methodology/approach
Data were collected using qualitative interviews and quantitative experimental designs, employing a moderated mediation model for statistical analysis.
Findings
Consumers with higher CVPA are more likely to adopt multi-stage consumption for higher aesthetic food, generating greater positive emotions, both in personal experiences and when viewing food bloggers' posts.
Originality/value
This study introduces the novel concept of “multi-stage consumption” and investigates its origins and outcomes.
Keywords
Acknowledgements
The authors would like to thank the journal's editorial office for their assistance and all reviewers for their valuable suggestions.
Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.
Citation
Chou, Y.-J., Huang, L.-S. and Ye, S.-J. (2024), "Happiness or not? Impacts of multi-stage consumption on the consumer affective response in the use of aesthetic foods", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-09-2023-0861
Publisher
:Emerald Publishing Limited
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