Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce
Food producers and retailers throw away large amounts of food that fail to meet beauty standards. Our research demonstrates that using the words “ugly” as part of an advertising message increases the desirability of odd-shaped produce that would otherwise go to waste. Perceived brand credibility mediates this effect.
Citation:
Siddhanth Mookerjee, Yann Cornil, and Joey Hoegg (2018) ,"Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 944-944.
Authors
Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?
Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA
Featured
Inequality and Market (In)efficiency
Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Featured
Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination
Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA