Enhancing Desirable Food Behaviors by Increasing or Decreasing Disgust

Enhancing Desirable Food Behaviors by Increasing or Decreasing Disgust: Designing and Testing Infographics

Schifferstein, Hendrik N.J. (TU Delft Design Aesthetics)
Lemke, M. (TU Delft Design Aesthetics)
Vegt, N.J.H. (TU Delft Design Aesthetics)

2023

For health and environmental reasons, humanity should reduce the consumption of animal-based products, whereas vegetable consumption should be increased. We created stimuli (drawings with texts) that may be able to increase or decrease the purchasing of mushrooms, cheese, and meat. During the design process, we identified four aspect categories (sensory, health, environment, moral) and we generated positive and negative examples for all products. In Study 1 we determined the familiarity, credibility and relevance of each aspect and measured emotional responses to them. In Study 2, we investigated to what extent four aspects combined in an infographic on a poster lessened or strengthened the emotional responses, purchase intention, and tendency to adapt behavior for the three products. Regression analyses showed that the emotional responses to the posters were well predicted by the responses to the product aspects. Purchase intentions were mainly affected by negative affect, while positive and negative affect seemed equally important for people’s intention to change behavior.

Communication Design
Design for Emotion
Experimental Research
Health Intervention
Research through Design
OA-Fund TU Delft

http://resolver.tudelft.nl/uuid:798c2bb9-0b47-42be-9637-b1ede52a4b3c

https://doi.org/10.57698/v17i3.03

1991-3761

International Journal of Design, 17 (3), 41-61

Institutional Repository

journal article

© 2023 Hendrik N.J. Schifferstein, M. Lemke, N.J.H. Vegt