ArticleFoods (Basel, Switzerland)2026
Seeing Is Ordering: The Influence of Mukbang Video Types on Consumers' Immediate Ordering Intention.
Article in Foods (Basel, Switzerland), 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
With the rapid growth of short-video platforms and online food-delivery services, mukbang short videos have become an important influence on consumers' immediate food-related decisions. Drawing on visual hunger theory, this research examines how different types of mukbang videos influence consumers' immediate ordering intention, as well as the roles of oral sensory arousal and visual composition in this process. Across three preregistered studies (
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