The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning

Article

Quach, Sara, Septianto, Felix and Thaichon, Park. 2023. "The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning ." Asia Pacific Journal of Marketing and Logistics. 35 (6), pp. 1425-1442. https://doi.org/10.1108/APJML-03-2022-0224
Article Title

The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning

ERA Journal ID19787
Article CategoryArticle
Article
AuthorsQuach, Sara, Septianto, Felix and Thaichon, Park
Journal TitleAsia Pacific Journal of Marketing and Logistics
Journal Citation35 (6), pp. 1425-1442
Number of Pages18
Year2023
PublisherEmerald
Place of PublicationUnited Kingdom
ISSN1355-5855
1758-4248
Digital Object Identifier (DOI)https://doi.org/10.1108/APJML-03-2022-0224
Web Address (URL)https://www-emerald-com.ezproxy.usq.edu.au/insight/content/doi/10.1108/APJML-03-2022-0224/full/html
Abstract

Purpose
Underpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions.

Design/methodology/approach
Two experiments were conducted with customers who are located in the USA via Amazon Mechanical Turk. Study 1 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four advertisements for a fictitious ice cream brand. Study 2 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four book covers for fruit salad recipes.

Findings
The findings demonstrate low entropy (i.e. neatness) increases purchase likelihood when being paired with modern positioning, whilst high entropy (i.e. non-neat presentation) positively influences the propensity to purchase a traditional product on account of temporal fit. These relationships are mediated by perceived quality and nostalgia.

Originality/value
This research extends the understanding of visual entropy and addresses the inconclusive evidence of the impact of the neatness of product presentation on consumer behavior. The authors elucidate the mechanisms behind which neatness and non-neatness of food presentation affect purchase likelihood when different types of time-related positioning are featured.

KeywordsNeatness; Time-related positioning; Perceived quality; Nostalgia; Food presentation; Purchase likelihood
ANZSRC Field of Research 2020350601. Consumer behaviour
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Byline AffiliationsGriffith University
University of Queensland
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Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products
Septianto, Felix, Quach, Sara, Thaichon, Park and Japutra, Arnold. 2022. "Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products ." International Journal of Advertising. 42 (5), pp. 916-944. https://doi.org/10.1080/02650487.2022.2125183
Digital technologies: tensions in privacy and data
Quach, Sara, Thaichon, Park, Martin, Kelly D., Weaven, Scott and Palmatier, Robert W.. 2022. "Digital technologies: tensions in privacy and data ." Journal of the Academy of Marketing Science. 50 (6), pp. 1299-1323. https://doi.org/10.1007/s11747-022-00845-y
Special issue introduction: e-tailing: the current landscape and future developments
Thaichon, Park, Brown, James R. and Weaven, Scott. 2021. "Special issue introduction: e-tailing: the current landscape and future developments." Asia Pacific Journal of Marketing and Logistics. 33 (6), pp. 1289-1291. https://doi.org/10.1108/APJML-07-2021-881
Guest Editorial: Technologies and Relationship Marketing
Thaichon, Park, Soutar, Geoff and Weaven, Scott. 2021. "Guest Editorial: Technologies and Relationship Marketing ." Australasian Marketing Journal. 29 (2), pp. 109-110. https://doi.org/10.1177/1839334921994387
Understanding online shopping behaviours and purchase intentions amongst millennials
Dharmesti, Maria, Dharmesti, Theresia Rasika Seta, Kuhne, Sarah and Thaichon, Park. 2021. "Understanding online shopping behaviours and purchase intentions amongst millennials." Young Consumers. 22 (1), pp. 152-167. https://doi.org/10.1108/YC-12-2018-0922
Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory
Ferm, Lars-Erik Casper and Thaichon, Park. 2021. "Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory." Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102584
Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry
Ferm, Lars-Erik Casper and Thaichon, Park. 2021. "Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry." Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102548
Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person
Quach, Sara, Septianto, Felix, Thaichon, Park and Chiew, Tung Moi. 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person ." Journal of Retailing and Consumer Services. 62. https://doi.org/10.1016/j.jretconser.2021.102618
Package appearance matter: Facial expression and Galvanic Skin Response analysis approach
Hamelin, Nicolas, Agrawal, Suchi, Patwa, Nitin, Ferm, Ferm and Thaichon, Park. 2021. "Package appearance matter: Facial expression and Galvanic Skin Response analysis approach ." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 31 (4), pp. 624-644. https://doi.org/10.1080/21639159.2021.1939094
Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective
Zhang, Yunen, Shao, Wei and Thaichon, Park. 2021. "Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective ." Asia Pacific Journal of Marketing and Logistics. 33 (10), pp. 2037-2053. https://doi.org/10.1108/APJML-08-2020-0584
Does religion make consumers more environmentally friendly?
Arli, Denni, Pentecost, Robin and Thaichon, Park. 2021. "Does religion make consumers more environmentally friendly? " Marketing Intelligence and Planning. 39 (8), pp. 1024-1041. https://doi.org/10.1108/MIP-09-2020-0404
Surviving an economic downturn: Dynamic capabilities of SMEs
Weaven, Scott, Quach, Sara, Thaichon, Park, Frazer, Lorelle, Billot, Ken and Grace, Debra. 2021. "Surviving an economic downturn: Dynamic capabilities of SMEs ." Journal of Business Research. 128, pp. 109-123. https://doi.org/10.1016/j.jbusres.2021.02.009
Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect
Qu, Mengnan, Quach, Sara, Thaichon, Park, Frazer, Lorelle, Lawley, Meredith, Arli, Denni, Weaven, Scott and Roberts, Robin E.. 2021. "Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect ." Asia Pacific Journal of Marketing and Logistics. 33 (8), pp. 1861-1877. https://doi.org/10.1108/APJML-06-2020-0388
The experience of regret in small business failure: who's to blame?
Quach, Sara, Weaven, Scott K., Thaichon, Park, Grace, Debra, Frazer, Lorelle. and Brown, James R.. 2021. "The experience of regret in small business failure: who's to blame? " European Journal of Marketing. 55 (8), pp. 2201-2238. https://doi.org/10.1108/EJM-12-2019-0917
Resilience toward supply disruptions: A stochastic inventory control model with partial backordering under the base stock policy
Taleizadeh, Ata Allah, Tafakkori, Keivan and Thaichon, Park. 2021. "Resilience toward supply disruptions: A stochastic inventory control model with partial backordering under the base stock policy ." Journal of Retailing and Consumer Services. 58. https://doi.org/10.1016/j.jretconser.2020.102291
Loyalty layers, expectations and the role of knowledge
Quach, Sara, Thaichon, Park, Roberts, Robin E. and Weaven, Scott. 2021. "Loyalty layers, expectations and the role of knowledge ." Marketing Intelligence and Planning. 39 (3), pp. 377-393. https://doi.org/10.1108/MIP-09-2019-0489
Digital content marketing as a catalyst for e-WOM in food tourism
Bu, Yi, Parkinson, Joy and Thaichon, Park. 2021. "Digital content marketing as a catalyst for e-WOM in food tourism." Australasian Marketing Journal. 29 (2), pp. 142-154. https://doi.org/10.1016/j.ausmj.2020.01.001
Customer participation in firm-initiated activities via social media: Understanding the role of experiential value
Quach, Sara, Shao, Wei, Ross, Mitchell and Thaichon, Park. 2021. "Customer participation in firm-initiated activities via social media: Understanding the role of experiential value ." Australasian Marketing Journal. 29 (2), pp. 132-141. https://doi.org/10.1016/j.ausmj.2020.05.006
What to expect after the honeymoon: evolutionary psychology of part-time franchising
Thaichon, Park, Weaven, Scott, Quach, Sara, Baker, Brent and Frazer, Lorelle. 2020. "What to expect after the honeymoon: evolutionary psychology of part-time franchising." Journal of Strategic Marketing. 28 (8), pp. 702-726. https://doi.org/10.1080/0965254X.2019.1570315
Price image and the sugrophobia effect on luxury retail purchase intention
Cheah, Jun-Hwa, Waller, David, Thaichon, Park, Ting, Hiram and Lim, Xin-Jean. 2020. "Price image and the sugrophobia effect on luxury retail purchase intention." Journal of Retailing and Consumer Services. 57. https://doi.org/10.1016/j.jretconser.2020.102188
Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb
Thaichon, Park, Surachartkumtonkun, Jiraporn, Singhal, Anubhuti and Alabastro, Artem. 2020. "Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb." Journal of Global Scholars of Marketing Science: Bridging Asia and the World (Quanqiu Yingxiao Kexue Yanjiuyuan Xuebao). 30 (4), pp. 407-422. https://doi.org/10.1080/21639159.2020.1752278
Special issue introduction: online relationship marketing
Thaichon, Park, Brown, James R. and Weaven, Scott. 2020. "Special issue introduction: online relationship marketing." Marketing Intelligence and Planning. 38 (6), pp. 673-675. https://doi.org/10.1108/MIP-09-2020-623
Customer engagement and co-created value in social media
Quach, Sara, Shao, Wei, Ross, Mitchell and Thaichon, Park. 2020. "Customer engagement and co-created value in social media." Marketing Intelligence and Planning. 38 (6), pp. 730-744. https://doi.org/10.1108/MIP-04-2019-0218
Online relationship marketing: evolution and theoretical insights into online relationship marketing
Thaichon, Park, Liyanaarachchi, Gajendra, Quach, Sara, Weaven, Scott and Bu, Yi. 2020. "Online relationship marketing: evolution and theoretical insights into online relationship marketing ." Marketing Intelligence and Planning. 38 (6), pp. 676-698. https://doi.org/10.1108/MIP-04-2019-0232
Toward a theory of outside-in marketing: Past, present, and future
Quach, Sara, Thaichon, Park, Lee, Ju-Yeon, Weaven, Scott and Palmatier, Robert W.. 2020. "Toward a theory of outside-in marketing: Past, present, and future ." Industrial Marketing Management. 89, pp. 107-128. https://doi.org/10.1016/j.indmarman.2019.10.016
To donate or to waste it: Understanding posthumous organ donation attitude
Alassaf, Amani, Fry, Marie-Louise and Thaichon, Park. 2020. "To donate or to waste it: Understanding posthumous organ donation attitude." Australasian Marketing Journal. 28 (3), pp. 87-97. https://doi.org/10.1016/j.ausmj.2020.04.001
Examining antecedents of reconciliation following service failure and recovery
Radu, Alexandru, Surachartkumtonkun, Jiraporn, Weaven, Scott and Thaichon, Park. 2020. "Examining antecedents of reconciliation following service failure and recovery ." Journal of Strategic Marketing. 28 (5), pp. 417-433. https://doi.org/10.1080/0965254X.2018.1518920
Storytelling, the scale of persuasion and retention: A neuromarketing approach
Hamelin, Nicolas, Thaichon, Park, Abrahams, Christopher, Driver, Nicholas, Lipscombe, Joe and Pillai, Jayarethanam. 2020. "Storytelling, the scale of persuasion and retention: A neuromarketing approach." Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102099
Triadic relationship between customers, service providers and government in a highly regulated industry
Quach, Sara, Thaichon, Park and Hewege, Chandana. 2020. "Triadic relationship between customers, service providers and government in a highly regulated industry ." Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102148
Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success
Moudry, Dann Vit and Thaichon, Park. 2020. "Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success ." Journal of Retailing and Consumer Services. 54. https://doi.org/10.1016/j.jretconser.2020.102068
Female franchisees; a lost opportunity for franchising sector growth?
Thaichon, Park, Weaven, Scott, Quach, Sara, Bodey, Kelli, Merrilees, Bill and Frazer, Lorelle. 2020. "Female franchisees; a lost opportunity for franchising sector growth?" Journal of Strategic Marketing. 28 (2), pp. 107-122. https://doi.org/10.1080/0965254X.2018.1482946
B2B purchase engagement: Examining the key drivers and outcomes in professional services
Nyadzayo, Munyaradzi W., Casidy, Riza and Thaichon, Park. 2020. "B2B purchase engagement: Examining the key drivers and outcomes in professional services ." Industrial Marketing Management. 85, pp. 197-208. https://doi.org/10.1016/j.indmarman.2019.11.007
Gratitude in franchisor-franchisee relationships: does personality matter?
Quach, Sara, Weaven, Scott K., Thaichon, Park, Baker, Brent and Edwards, Chase Jeremiah. 2020. "Gratitude in franchisor-franchisee relationships: does personality matter?" European Journal of Marketing. 54 (1), pp. 109-144. https://doi.org/10.1108/EJM-07-2018-0458
A model of entrepreneurship education in franchising - application of outside-in marketing with a behavioural focus
Quach, Sara, Weaven, Scott, Thaichon, Park, Grace, Debra and Frazer, Lorelle. 2020. "A model of entrepreneurship education in franchising - application of outside-in marketing with a behavioural focus." Journal of Business and Industrial Marketing. 35 (1), pp. 116-133. https://doi.org/10.1108/JBIM-07-2018-0210
Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space
Cheah, Jun-Hwa, Ting, Hiram, Thaichon, Park, Fam, Kim-Shyan and Bazylewich, Martin. 2020. "Can positioning strategies help influence willingness to pay for office space? Evidence on the moderating effect of office space grade and industry sector for occupiers of leased office space." Journal of Strategic Marketing. 29 (4), pp. 337-358. https://doi.org/10.1080/0965254X.2020.1733049
Consumer behaviour and disposition decisions: The why and how of smartphone disposition
Ting, Hiram, Thaichon, Park, Chuah, Francis and Tan, Sharon Rebecca. 2019. "Consumer behaviour and disposition decisions: The why and how of smartphone disposition." Journal of Retailing and Consumer Services. 51, pp. 212-220. https://doi.org/10.1016/j.jretconser.2019.06.002
The effects of e-commerce on franchising: Practical implications and models
Kremez, Z., Frazer, Lorelle and Thaichon, Park. 2019. "The effects of e-commerce on franchising: Practical implications and models." Australasian Marketing Journal. 27 (3), pp. 158-168. https://doi.org/10.1016/j.ausmj.2019.04.002
Emerging from my youth - intra-cohort segmentation
Pentecost, Robin, Donoghue, Sune and Thaichon, Park. 2019. "Emerging from my youth - intra-cohort segmentation." International Journal of Retail and Distribution Management. 47 (5), pp. 571-588. https://doi.org/10.1108/IJRDM-06-2018-0113
How much effort is enough? Unlocking customer fanaticism in services industries
Quach, Sara, Hewege, Chandana Rathnasiri and Thaichon, Park. 2019. "How much effort is enough? Unlocking customer fanaticism in services industries." Marketing Intelligence and Planning. 37 (3), pp. 325-338. https://doi.org/10.1108/MIP-06-2018-0226
Enhancing client-agency relationship quality in the advertising industry - an application of project management
Levin, Elizabeth, Quach, Thu Nguyen and Thaichon, Park. 2019. "Enhancing client-agency relationship quality in the advertising industry - an application of project management." Journal of Business and Industrial Marketing. 34 (2), pp. 463-473. https://doi.org/10.1108/JBIM-08-2017-0186
The role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach
Levin, Elizabeth, Thaichon, Park, Quach, Sara and Lobo, Antonio. 2018. "The role of creativity and project management in enhancing service quality of advertising agencies: A qualitative approach ." Australasian Marketing Journal. 26 (1), pp. 31-40. https://doi.org/10.1016/j.ausmj.2017.10.002
Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers
Thaichon, Park, Jebarajakirthy, Charles, Tatuu, Puja and Gajbhiyeb, Rahul Gautam. 2018. "Are You a Chocolate Lover? An Investigation of the Repurchase Behavior of Chocolate Consumers ." Journal of Food Products Marketing: innovations in food advertising, food promotion, food publicity, food sales promotion. 24 (2), pp. 163-176. https://doi.org/10.1080/10454446.2017.1266551
Hybrid sales structures in the age of e-commerce
Thaichon, Park, Surachartkumtonkun, Jiraporn, Quach, Sara, Weaven, Scott and Palmatier, Robert W.. 2018. "Hybrid sales structures in the age of e-commerce." Journal of Personal Selling and Sales Management. 38 (3), pp. 277-302. https://doi.org/10.1080/08853134.2018.1441718
Dark motives-counterfeit selling framework An investigate on the supply side of the non-deceptive market
Quach, Sara and Thaichon, Park. 2018. "Dark motives-counterfeit selling framework An investigate on the supply side of the non-deceptive market ." Marketing Intelligence and Planning. 36 (2), pp. 245-259. https://doi.org/10.1108/MIP-04-2017-0069
From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment
Quach, Sara and Thaichon, Park. 2017. "From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment." Journal of Business Research. 81, pp. 163-172. https://doi.org/10.1016/j.jbusres.2017.06.015
Aesthetic labor and visible diversity: The role in retailing service encounters
Quach, Sara, Jebarajakirthy, Charles and Thaichon, Park. 2017. "Aesthetic labor and visible diversity: The role in retailing service encounters." Journal of Retailing and Consumer Services. 38, pp. 34-43. https://doi.org/10.1016/j.jretconser.2017.05.004
Emotion and advertising effectiveness: A novel facial expression analysis approach
Hamelin, Nicolas, El Moujahid, Othmane and Thaichon, Park. 2017. "Emotion and advertising effectiveness: A novel facial expression analysis approach." Journal of Retailing and Consumer Services. 36, pp. 103-111. https://doi.org/10.1016/j.jretconser.2017.01.001
Consumer socialization process: The role of age in children's online shopping behavior
Thaichon, Park. 2017. "Consumer socialization process: The role of age in children's online shopping behavior." Journal of Retailing and Consumer Services. 34, pp. 38-47. https://doi.org/10.1016/j.jretconser.2016.09.007
An analysis of product-place co-branding: the case of Ceylon Tea
Ranasinghe, Wasanee Tharanga, Thaichon, Park and Ranasinghe, Malanee. 2017. "An analysis of product-place co-branding: the case of Ceylon Tea." Asia Pacific Journal of Marketing and Logistics. 29 (1), pp. 200-214. https://doi.org/10.1108/APJML-10-2015-0156
Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms
Thaichon, Park and Quach, Sara. 2016. "Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms." Journal of Retailing and Consumer Services. 33, pp. 82-91. https://doi.org/10.1016/j.jretconser.2016.08.003
Consumer motives and impact of western media on the Moroccan luxury buyer
Hamelin, Nicolas and Thaichon, Park. 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer ." Journal of Retailing and Consumer Services. 32, pp. 164-170. https://doi.org/10.1016/j.jretconser.2016.06.010
Internet service providers' service quality and its effect on customer loyalty of different usage patterns
Quach, Thu Nguyen, Thaichon, Paramaporn and Jebarajakirthy, Charles. 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns." Journal of Retailing and Consumer Services. 29, pp. 104-113. https://doi.org/10.1016/j.jretconser.2015.11.012
Marketing microcredit to bottom of the pyramid market Investigating determinants and the role of self-identity: the case of youth in post-war context
Jebarajakirthy, Charles and Thaichon, Paramaporn. 2016. "Marketing microcredit to bottom of the pyramid market Investigating determinants and the role of self-identity: the case of youth in post-war context." International Journal of Bank Marketing. 34 (2), pp. 191-215. https://doi.org/10.1108/IJBM-12-2014-0176
The impact of creative competence and project management on longevity of the client-advertising agency relationship
Levin, Elizabeth, Thaichon, Paramaporn and Quach, Thu Nguyen. 2016. "The impact of creative competence and project management on longevity of the client-advertising agency relationship." Journal of Business and Industrial Marketing. 31 (2), pp. 274-286. https://doi.org/10.1108/JBIM-11-2014-0220
Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services
Thaichon, Paramaporn and Jebarajakirthy, Charles. 2016. "Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services." Asia Pacific Journal of Marketing and Logistics. 28 (1), pp. 141-159. https://doi.org/10.1108/APJML-02-2015-0027
The effects of service quality on internet service provider customers' behaviour A mixed methods study
Quach, Thu Nguyen, Jebarajakirthy, Charles and Thaichon, Park. 2016. "The effects of service quality on internet service provider customers' behaviour A mixed methods study." Asia Pacific Journal of Marketing and Logistics. 28 (3), pp. 435-463. https://doi.org/10.1108/APJML-03-2015-0039
The influence of relationship marketing orientation on brand equity in banks
Yoganathan, Dhanushanthini, Jebarajakirthy, Charles and Thaichon, Paramaporn. 2015. "The influence of relationship marketing orientation on brand equity in banks." Journal of Retailing and Consumer Services. 26, pp. 14-22. https://doi.org/10.1016/j.jretconser.2015.05.006