Purpose This study aims to investigate how visual complexity (VC) and presentation modality in Instagram advertisements influence young consumers’ perceptions of traditional foods, with particular emphasis on the mediating roles of food attractiveness and tastiness and the moderating role of food neophobia. Design/methodology/approach The experiment involved 240 young Instagram users in a 2 × 2 factorial design, supported by follow-up interviews for qualitative validation. Experimental data were analysed using MANOVA and Hayes’ PROCESS Macro. Findings Analyses showed opposing effects: high VC and video formats increased food attractiveness and purchase intention, while low complexity and static images heightened perceived tastiness. Food attractiveness partially mediated the effects of visual cues on purchase intention, whereas perceived tastiness showed no significant influence. Food neophobia weakened the tastiness–purchase intention link but did not alter attractiveness. Practical implications Advertisers should use high-complexity videos to maximise attention and purchase intention. For actors focused on cultural interest rather than sales, low-complexity static images are more effective in enhancing perceived tastiness and authenticity. A two-step strategy, attract with rich videos, then reinforce interest with simple images, helps align visual formats with specific marketing goals. Originality/value This study is among the first to empirically demonstrate and reconcile the opposing visual effects of complexity and modality in food advertising. It advances the stimulus–organism–response (S-O-R) framework by showing that visual cues operate through dual and sometimes contradictory psychological routes, enhancing aesthetic appeal while diminishing perceived taste; in addition, the study extends the S-O-R model by introducing food neophobia as a moderator in visual food advertising.
Sumerta et al. (2026) studied this question.