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



Share Proceeding

Featured papers

See More

Featured

R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents

Kimberley Mosher Preiksaitis, Siena College

Read More

Featured

E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

Read More

Featured

J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking

YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.