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EMAC 2024 Annual


The Impact of Visual Entropy on Food Evaluations
(A2024-119475)

Published: May 28, 2024

AUTHORS

Ze Wang, University of Central Florida; JUNCAI JIANG, UNIVERSITY OF CENTRAL FLORIDA; GANGA HEWAGE, THE UNIVERSITY OF MEMPHIS; MACKENZIE BLAND, UNIVERSITY OF CENTRAL FLORIDA; Surendra Singh, University of Kansas

ABSTRACT

In recent times, there has been a significant surge in the popularity of digital food photography. The current research examines how visual entropy—the disorderliness within an image—influences consumer food evaluations. Three experiments demonstrates that visual entropy not only increases perceived food tastiness but also positively influences consumers’ attitude and purchase intention. We also show the effect of visual entropy is moderated by visual learning style and the prototypicality of food appearance. We further discuss implications of our findings.