Stating the Obvious: How “Ugly” Labels Can Increase Purchase of Unappealing Produce and Reduce Waste
Food producers and retailers throw away large amounts of food that fail to meet beauty standards. Our research demonstrates that using the word “ugly” to label unappealing produce can increase purchase. This happens because ugly labeling overcomes negative aesthetic biases, and improves seller credibility.
Siddhanth Mookerjee, Yann Cornil, and Joey Hoegg (2019) ,"Stating the Obvious: How “Ugly” Labels Can Increase Purchase of Unappealing Produce and Reduce Waste", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 158-163.
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 47 | 2019
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