Přehled o publikaci

Food styling is a relatively modern tool which is used to arrange meals. It can be used not only for the meals preparation in restaurant facilities, but also for marketing purposes of restaurants, such as the promotion of their meals. In this area, new scientific disciplines are emerging, such as neurogastronomy and gastrophysics, which reveal what and why consumers consume and recall the importance of food styling and the visual aspects of food. This study focuses on the effectiveness of the food styling tool from the perspective of neuromarketing. The content of this study is to determine the extent to which food styling affects respondents in the selection and evaluation of food. The aim of the paper is to find out the most effective composition by comparing the created photographs of the food in several different modifications. For this purpose, the eye tracking method was used, supplemented by a short evaluation questionnaire, whereby three pairs of dishes were evaluated, of which three dishes were prepared according to the principles of food styling. The results show that the dishes prepared according to the principles of food styling were evaluated more positively by the respondents and are able to attract the attention of the respondents in comparison with the dishes without arrangements. Other studies also mention the positive effect of food styling on food selection.