"Why can't we stop eating?": An investigation of the emotional and cognitive processing of and reactivity toward cues in food advertisements
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The purpose of this dissertation is to examine the relationship between the presence of different types of food cues (i.e., social cues, use cues) in food advertisements and subsequent motivational, affective and psychophysiological responding, memory, and behavioral intentions. In general, this dissertation has three goals. The first is to examine how different types of food cues affect automatic cognitive resource allocation toward encoding and storing food ad information. The second goal is to examine if the food ads containing multiple types of cues elicit stronger, additive, affective and cognitive responding compared to other types of food advertisements. The third goal is to investigate how the presence of different types of food cues in food advertising encourage buying tendencies toward the food products. Results indicated that the addition of use and group cues to food ads elicit stronger appetitive motivational activation that yield greater cognitive efforts, arousal, and positive emotional feelings, and approach responses, including purchase intentions. Cognitive processing results indicated that the addition of use cues has more impact on resources required of a message while social cues have more impact on resources allocated. Implications and future research are discussed.