How to Undo the Beautiful Is Good Stereotype: Get Familiar With Ugly Produce

This research examines factors that help consumers undo the ‘beautiful is good’ stereotype when fresh produce shopping. Findings suggest that high familiarity enables consumers to ignore good looks. In contrast, low familiarity breeds ignorance. Consumers with more (vs. less) cognitive resources believe that pretty (vs. ugly) produce tastes better.


Angela King and Loraine Lau-Gesk (2021) ,"How to Undo the Beautiful Is Good Stereotype: Get Familiar With Ugly 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: 934-934.


Angela King, University of California, Irvine
Loraine Lau-Gesk, University of California, Irvine


NA - Advances in Consumer Research Volume 49 | 2021

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