Representational shifts: increasing motivation for bottled water through simulation-enhancing advertisements.

ABSTRACT:

Background

Despite its numerous health benefits, consumers' daily water consumption is below recommend levels while soft drink consumption remains high. Previous research has shown that the degree to which drinks are cognitively represented in terms of consumption and enjoyment (i.e., through simulations of consumption and reward) predicts desire and intake. Here, we examined whether simulation-enhancing advertisements that frame water in terms of consumption and reward change cognitive representations and increase motivation for a fictitious bottled water.

Methods

In three pre-registered online experiments (N_exp1 = 984; N_exp2 = 786; N_exp3 = 907), UK participants viewed three advertisements that either highlighted the rewarding consumption ex

SUBMITTER: Claassen MA 

PROVIDER: S-EPMC10634071 | biostudies-literature | 2023 Nov

REPOSITORIES: biostudies-literature