I See You and I See Myself – Communication, Individual Characteristics and Others-View Explaining Choice of Imperfect Products

Selling food which has become ‘imperfect’ for lower prices allows reducing food waste, but little is known about the factors explaining consumer choice behavior. We show the perceived signaling value of choosing perfect/imperfect food through ascriptions to others and analyze the role of store context, communication and individual factors.



Citation:

Jessica Aschemann-Witzel, Ilona E. de Hooge, and Tobias Otterbring (2018) ,"I See You and I See Myself – Communication, Individual Characteristics and Others-View Explaining Choice of Imperfect Products", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 69-69.

Authors

Jessica Aschemann-Witzel, Aarhus University, Denmark
Ilona E. de Hooge, Wageningen University, The Netherlands
Tobias Otterbring, Aarhus University, Denmark



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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