The Influence of Visual Aesthetics on Food Choice: the Moderating Effect of Food Processing

Jacob Suher, Portland State University, USA
Courtney Szocs, Portland State University, USA
Koert van Ittersum, University of Groningen, The Netherlands
Billions of pounds of safe-to-eat fruits and vegetables are discarded due to aesthetic imperfections. Yet restaurants and manufacturers intentionally design processed foods to contain aesthetic imperfections. We examine this phenomenon and how the effects of aesthetic imperfections on consumer choice vary based on whether the foods have been mechanically processed.
[ to cite ]:
Jacob Suher, Courtney Szocs, and Koert van Ittersum (2017) ,"The Influence of Visual Aesthetics on Food Choice: the Moderating Effect of Food Processing", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 901-902.