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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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