Should She Hold It or Should She Eat It? The Efficient Pose of Testimonials to Improve Perceptions of Tastiness of Food Products

There is consensus in research that food tastiness is not only contingent on the food itself (e.g., its ingredients, colors, or its preparation) but also on context factors such as lighting while consuming the food and on the use of communication and promotional tools. Regarding the latter measures, prior research focused on the shape of food packaging and on verbal and visual advertising cues.