To make your mouth water or not? How field dependence/independence and occasion-setting cues affect consumers’ food intake intention

Abstract

Purpose

This study aims to empirically investigate how the interaction effect of occasion-setting cues and consumers’ cognitive styles (e.g. field dependence levels) influences their food intake intention.

Design/methodology/approach

In this research, several scenario simulation studies were conducted to verify the hypotheses. A total of 646 participants were recruited for the experiments, and samples were obtained through well-established online research platforms.

Findings

In the occasion-setting cue advertisement condition, field-dependent (vs field-independent) consumers displayed increased cravings for food and purchase intention, with mental simulation playing a mediating role and cognitive load playing a moderating role.

Research limitations/implications

The influence of others (e.g. servers and other consumers) was not taken into consideration in this study. Future research can extend this study by conducting field experiments.

Practical implications

The research conclusions can help various organisations reduce consumers’ food overconsumption intention and encourage healthier food choices by adjusting occasion-setting cues in marketing stimuli and identifying the target consumers’ cognitive styles.

Originality/value

Based on embodied cognition theory, this study reveals the influence and internal mechanism of the interaction effect between occasion-setting cues and individual cognitive style on eating desire.

Citation

Yao, Q., Tao, X. and Zhou, W. (2022), "To make your mouth water or not? How field dependence/independence and occasion-setting cues affect consumers’ food intake intention", European Journal of Marketing, Vol. 56 No. 11, pp. 2862-2891. https://doi.org/10.1108/EJM-07-2021-0571