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.



Citation:

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.

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 47 | 2019



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