Examining the perception of food visual attractiveness in Turkish cuisine within the framework of the S-O-R theory: A multi-group analysis based on zodiac signs

This study examines the visual perception of foods specific to Turkish cuisine within the framework of the Stimulus-Organism-Response (S-O-R) theory, exploring the psychological and behavioral responses these visuals elicit in individuals. It also investigates whether there are significant differences in these responses according to astrological zodiac groups. The original contribution of this research lies in the development and validation of the "Food Visual Attractiveness Perception Scale," inspired by widely shared food representations on social media. The developed scale consists of 21 items under five subdimensions: food attractiveness, ethical concerns, luxury consumption, hedonic effect, and visual quality. A mixed-methods approach was employed in the research, which was carried out in three phases. In the first phase, an exploratory factor analysis was conducted based on data collected from 391 participants, and the structure of the food visual attractiveness perception scale was established. In the second phase, data from 420 participants were analyzed using SmartPLS 4.0 software. The hypothesis testing revealed that the subdimensions of food attractiveness, hedonic effect, and visual quality had significant effects on behavioral intention. It was also found that visual quality played a mediating role. Additionally, significant differences were identified among zodiac sign groups. In the third phase, a neuroscientific experimental process was conducted with 10 participants. Participants were shown visuals of different dishes from Turkish cuisine (baklava, iskender kebab, pide, lahmacun, döner), and their facial expressions during the first three seconds were analyzed using FaceReader technology. Among the food items, lahmacun attracted the highest attention rate at 98.11%, followed by iskender kebab and döner. On the liking scale, lahmacun again scored the highest, with similar results found in the perceived value dimension. Significant differences were also observed based on gender and age. These findings provide strong evidence on how the emotional components of food visual attractiveness perceptions are shaped by cultural representations. The study lies at the intersection of gastronomy, consumer behavior, and digital marketing disciplines, offering a comprehensive and innovative framework to explain the impact of visual food representations on individuals in the age of social media.