金沙电竞熊素红教授团队在国际知名、历史悠久的学术期刊《Appetite》发表了题为《The interpersonal effect of hunger: How others’ hunger shapes consumer expected taste perceptions of advertised foods》的研究论文。该期刊在消费者行为、心理学、营销学等领域享有较高声誉，属于JCR分区Q1、中科院分区行为科学领域一区的重要学术期刊。
本研究聚焦于饥饿的社会性影响，探讨了他人饥饿状态如何塑造消费者对广告食品的预期味觉感知。研究成果不仅拓展了食欲与消费心理与行为研究领域的理论认知，也为食品营销实践提供了新的启示。
【论文信息】
Xiong S, Li G, Ma Y, Zhang X*(通讯作者). The interpersonal effect of hunger: How others’ hunger shapes consumer expected taste perceptions of advertised foods[J]. Appetite, 2025: 108003.
【作者信息】
熊素红，金沙电竞教授，研究方向：消费心理与行为、广告、食品营销。
李贵敏、张欣然，熊素红教授指导的在读硕士研究生，研究方向：消费心理与行为、广告、食品营销。
Yu Ma, 麦吉尔大学（McGill University）管理学院教授,研究方向：食品营销、营销、大数据。
【论文摘要】
Expected taste perceptions of advertised foods play a crucial role in consumer purchase decisions, yet these perceptions are heavily influenced by external food cues. While extensive research has examined various external factors affecting taste expectations, the impact of others’ hunger has remained unexplored. The current research investigates how exposure to others’ hunger in advertising contexts shapes consumers’ expected taste perceptions of advertised foods. Through three studies, our findings show that consumers expect food to taste better when exposed to others’ hunger, with this effect being serially mediated by self-hunger perception and mental simulation. This work contributes to the literature by addressing a significant gap in understanding how others’ hunger influences individuals’ expected taste perceptions, and by identifying a novel external cue that enhances these perceptions. Additionally, this research offers practical implications for food marketers on effectively incorporating social cues into their advertising strategies.
