Does Appearance Reveal Character? Lay Theories of Physiognomy Influence Consumers' Willingness to Buy Imperfect Produce
Twenty billion pounds of produce goes to waste every year — largely attributed to atypical appearance. Eight studies in the lab and field find that consumers’ lay belief about whether people’s appearance reveals their character shapes their willingness to buy ugly produce. We rule out alternative explanations and propose multiple interventions.
Citation:
Shilpa Madan, Krishna Savani, and Gita Venkataramani Johar (2020) ,"Does Appearance Reveal Character? Lay Theories of Physiognomy Influence Consumers' Willingness to Buy 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: 1043-1047.
Authors
Shilpa Madan, Virginia Tech, USA
Krishna Savani, Nanyang Technological University, Singapore
Gita Venkataramani Johar, Columbia University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
Featured
The Anchoring Effects of Temperature Cues on Price Valuations
Michael Barbera, Barbera Solutions
Gavin Northey, University of Auckland, New Zealand
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales
Catherine Frethey-Bentham, University of Auckland, New Zealand
Featured
Spreading of Alternatives Without a Perception of Choice
Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA