What a mess! The effect of messiness in food pictures on unhealthy food choices

Abstract

Consumers are more likely to choose unhealthy food when pictures present the food in a messy (vs. neat) way. The ‘messy food picture trend’ displays food in an unbalanced, unlevel, random, unsorted and untidy way. Three studies (N = 1796) involving both snacks and meals show that exposure to a messy (vs. neat) food presentation in pictures renders consumers more likely to choose unhealthy food. Three possible mechanisms underlying this effect were tested: processing style, self-control, and product vividness. Evidence was found for the latter. The ‘messy food effect’ occurs because a messy (vs. neat) food presentation increases product vividness, which elevates consumers’ need for instant gratification. Furthermore, the ‘messy food effect’ is moderated by consumers’ orderliness in eating contexts. For consumers who usually eat in a highly orderly way, messy (vs. neat) food pictures do not affect product vividness and the number of unhealthy food choices.