From pixels to plate

: the role of digital food photography in consumer decision-making and brand perception

Abstract

This study examines how food photography in digital content influences consumer brand perception, decision-making, and trust. Through qualitative interviews with 12 participants from diverse demographic backgrounds, the research explores how the visual presentation of food—encompassing elements like lighting, composition, and color—affects consumer perceptions. The results indicate that appealing food images can stimulate appetite and evoke a desire to consume, especially when they feature vibrant colors and carefully arranged plates. However, authenticity emerged as a crucial factor for trust; participants expressed a preference for user-generated content, considering it more reliable and less manipulated than professional brand photography. Many participants reported experiences where the actual product did not match its photographic representation, leading to reduced brand credibility. The findings also highlight that, while professional food photos are effective in attracting consumers, discrepancies between images and the actual product can lead to dissatisfaction and diminished trust. Additionally, participants noted that high-quality images create a positive brand impression, yet overly edited content may be viewed with skepticism. These insights extend the existing literature on consumer behavior by underscoring the need for a balance between visual quality and authenticity in food branding. This study suggests that brands can benefit from incorporating user-generated photos into their marketing strategies to cultivate a more authentic and trustworthy image.

Date of Award	17 Dec 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor)