Viewing inside or outside? The effect of internal detail views of food on consumer trust and purchase intention

Food visual cues play a critical role in shaping consumer purchase decisions according to digital marketing research. However, limited attention has been paid to the comparative effects and underlying mechanisms of internal versus external visual perspectives. This study introduces a novel classification of food-related visual cues—internal detail views versus external overall views—and, drawing on signaling theory, investigates their effect on purchase intention, as well as the underlying mechanisms and boundary conditions. The findings of one eye-tracking study and four scenario-based experiments reveal that internal detail views (vs. external overall views) attract consumer attention more effectively and enhance perceived trust and purchase intention. Furthermore, the relationship between visual cues and purchase intention is mediated by perceived trust. The results indicate that the effect of visual cues on perceived trust is moderated by consumer thinking styles and perceived complexity. By proposing a new classification of visual cues for food products from internal and external perspectives, this research uncovers the underlying mechanisms and contextual boundaries through which visual cues influence consumer behavior. The findings enrich the literature on food visual marketing and consumer decision-making while providing practical implications for online food marketing strategies.