Fresh from the tree: Implied motion improves food evaluation

Yaniv Gvili, Aner Tal, Moty Amar, Yael Hallak, Brian Wansink, Michael Giblin, Colombe Bommelaer

Research output: Contribution to journalReview articlepeer-review

27 Scopus citations


The current research explores whether the often-used depiction of foods in motion both on packaging and in marketing campaigns helps improve consumer judgments of food products. In two studies, we show that depictions of food with implied motion lead to enhanced evaluations of both freshness and appeal. This occurs even when motion is merely implied, rather than actual. These findings shed light on the common practice of showing motion in food advertising and in food packaging design. We argue that this phenomenon may relate to an overextension of a primitive link between motion and freshness. This feature can be used to help promote healthier food choices and consumption by increasing their appeal via implied motion.

Original languageEnglish
Pages (from-to)160-165
Number of pages6
JournalFood Quality and Preference
StatePublished - 1 Dec 2015
Externally publishedYes


  • Advertising
  • Evolutionary psychology
  • Food
  • Freshness
  • Packaging

ASJC Scopus subject areas

  • Food Science
  • Nutrition and Dietetics


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