식음료 제품의 은유적 표현과 판매촉진 단서의 상호작용 효과가 소비자의 구매의도에 미치는 영향

The Interaction Effects of Metaphorical Expressions and Sales Promotion Cues in Food and Beverage Products on Consumer Purchase Intentions

Purpose: As the food and beverage (F&B) industry becomes increasingly competitive, companies employ diverse marketing strategies to enhance consumer engagement. One such strategy is the use of metaphorical expressions in product descriptions, which can evoke sensory and emotional responses, potentially influencing consumer perception and purchase decisions. Additionally, sales promotion cues such as “Limited Edition” and “Best-Seller” play a crucial role in shaping consumer attitudes. This study examines how the interaction between metaphorical expressions and sales promotion cues affects consumer attitudes and purchase intentions in the F&B industry. Research design, data and methodology: This study employed a 2 (sales promotion cue: Best-Seller vs. Limited Edition) × 2 (product description: Metaphorical vs. Literal) between-subjects experimental design. Result: The analysis revealed a significant interaction effect between metaphorical expressions and sales promotion cues on consumer responses. Specifically, when the “Limited Edition” cue was presented, metaphorical expressions led to more favorable attitudes and higher purchase intentions than literal descriptions. Conversely, when the “Best-Seller” cue was used, literal descriptions resulted in more positive consumer evaluations and stronger purchase intentions compared to metaphorical expressions. Conclusions: For products emphasizing exclusivity metaphorical expressions can enhance perceived uniqueness. In contrast, for products positioned as popular choices, literal descriptions provide clarity and reinforce trust. These insights offer valuable implications for designing effective promotional strategies in the F&B industry.