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.
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.
Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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