How Explicit and Implicit Reliance on the “Unattractive Produce = More Natural” Lay Theory Affects Consumer’S Choice of Unattractive Produce
We demonstrate that when people’s implicit and explicit reliance on unattractive = more natural belief (UMNB) is incongruent, they form the highest choice of unattractive produce. This is because implicit-explicit incongruence spontaneously leads to deliberations, which further corrects for negative and bias of intuitive preference for beautiful and attractive produce.
Yixin Niu, Yaxuan Ran, and Jiani Liu (2021) ,"How Explicit and Implicit Reliance on the “Unattractive Produce = More Natural” Lay Theory Affects Consumer’S Choice of Unattractive Produce", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 909-909.
Yixin Niu, Zhongnan University of Economics and Law，Wuhan
Yaxuan Ran, Zhongnan University of Economics and Law
Jiani Liu, Zhongnan University of Economics and Law
NA - Advances in Consumer Research Volume 49 | 2021
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