| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業研究所 === 103 === The present study uses experimental design to investigate the moderating effects of food shape (neutral shape vs. cute shape) on the influence of food category (virtue vs. vice) and moods (happy vs. sad) on consumption. Thus, 2x2x2 factorial design was conducted. Participates were asked to describe the experience of happy/sad, and watched the happy/sad video while eating virtue food (grain cookies) or vice food (chocolate cookies). The consumptions of cookies in eight different conditions were measured after filling out questionnaires.
The results indicate that, when exposure to neutral shape stimuli, participants consumed more healthy food in happy emotion than in sad emotion. However, they consumed more healthy food than healthy food in sadness. When exposure to whimsically cute shape stimuli, consumptions in booth emotion conditions arised and it eliminated the differences between the consumption of two food categories.
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