Receptive to the Past: Nostalgia Increases Acceptance of Ugly Food

We propose that nostalgia can facilitate consumer acceptance of ugly foods via enhanced consumer tolerance. We show that nostalgic consumers are more likely to purchase ugly vegetables and fruits, buy snacks made from ugly foods, and are more willing to participate in and share information about an ugly food campaign.


Yi (Fionna) Xie and Yanfen You (2021) ,"Receptive to the Past: Nostalgia Increases Acceptance of Ugly Food", 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: 924-924.


Yi (Fionna) Xie, Xiamen University
Yanfen You, University of Massachusetts Amherst


NA - Advances in Consumer Research Volume 49 | 2021

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