What a Cute Lemon! the Effect of Whimsical Cuteness on Willingness-To-Pay For Imperfect Produce

The goal of our research is to find a way to encourage consumers to purchase imperfect produce. As a first-step in achieving this goal, we demonstrate that priming whimsical cuteness (i.e., adding “googly eyes” to imperfect produce) can increase consumers’ willing-to-pay for imperfect produce. Future research ideas are also discussed.



Citation:

Darlene Walsh and Camille Darriet (2020) ,"What a Cute Lemon! the Effect of Whimsical Cuteness on Willingness-To-Pay For Imperfect Produce", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1232-1232.

Authors

Darlene Walsh, Concordia University, Canada
Camille Darriet, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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