FOOD STYLING FROM THE PERSPECTIVE OF NEUROMARKETING

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F22%3A%230000905" target="_blank" >RIV/04274644:_____/22:#0000905 - isvavai.cz</a>

Výsledek na webu

<a href="http://emijournal.cz/wp-content/uploads/2022/09/04_FOOD-STYLING-FROM-THE-PERSPECTIVE-OF-NEUROMARKETING.pdf" target="_blank" >http://emijournal.cz/wp-content/uploads/2022/09/04_FOOD-STYLING-FROM-THE-PERSPECTIVE-OF-NEUROMARKETING.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

FOOD STYLING FROM THE PERSPECTIVE OF NEUROMARKETING

Popis výsledku v původním jazyce

Food styling is a relatively modern tool which is used to arrange meals. It can be used not only for the meals preparation in restaurant facilities, but also for marketing purposes of restaurants, such as the promotion of their meals. In this area, new scientific disciplines are emerging, such as neurogastronomy and gastrophysics, which reveal what and why consumers consume and recall the importance of food styling and the visual aspects of food. This study focuses on the effectiveness of the food styling tool from the perspective of neuromarketing. The content of this study is to determine the extent to which food styling affects respondents in the selection and evaluation of food. The aim of the paper is to find out the most effective composition by comparing the created photographs of the food in several different modifications. For this purpose, the eye tracking method was used, supplemented by a short evaluation questionnaire, whereby three pairs of dishes were evaluated, of which three dishes were prepared according to the principles of food styling. The results show that the dishes prepared according to the principles of food styling were evaluated more positively by the respondents and are able to attract the attention of the respondents in comparison with the dishes without arrangements. Other studies also mention the positive effect of food styling on food selection.

Název v anglickém jazyce

FOOD STYLING FROM THE PERSPECTIVE OF NEUROMARKETING

Popis výsledku anglicky

Food styling is a relatively modern tool which is used to arrange meals. It can be used not only for the meals preparation in restaurant facilities, but also for marketing purposes of restaurants, such as the promotion of their meals. In this area, new scientific disciplines are emerging, such as neurogastronomy and gastrophysics, which reveal what and why consumers consume and recall the importance of food styling and the visual aspects of food. This study focuses on the effectiveness of the food styling tool from the perspective of neuromarketing. The content of this study is to determine the extent to which food styling affects respondents in the selection and evaluation of food. The aim of the paper is to find out the most effective composition by comparing the created photographs of the food in several different modifications. For this purpose, the eye tracking method was used, supplemented by a short evaluation questionnaire, whereby three pairs of dishes were evaluated, of which three dishes were prepared according to the principles of food styling. The results show that the dishes prepared according to the principles of food styling were evaluated more positively by the respondents and are able to attract the attention of the respondents in comparison with the dishes without arrangements. Other studies also mention the positive effect of food styling on food selection.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

30103 - Neurosciences (including psychophysiology)

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Economics Management Innovation

ISSN

1804-1299

e-ISSN

1805-353X

Svazek periodika

14

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

10

Strana od-do

34-43

Kód UT WoS článku

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EID výsledku v databázi Scopus

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