Journal article
The Self-Perception Connection: Why Consumers Devalue Unattractive Produce
Journal of marketing, v 83(1), pp 89-107
01 Jan 2019
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
This research investigates the mechanism by which the aesthetic premium placed on produce contributes to consumers' rejection of safe, edible, yet aesthetically unattractive, fruits and vegetables, which results in both financial loss to retailers and food waste. Further, the authors identify a novel way in which the devaluation of such produce can be reduced. Five experiments demonstrate that consumers devalue unattractive produce because of altered self-perceptions: merely imagining the consumption of unattractive produce negatively affects how consumers view themselves, lowering their willingness to pay for unattractive produce relative to equivalently safe but more attractive alternatives. This discrepancy in willingness to pay for unattractive versus attractive produce can be reduced by altering the self-diagnostic signal of consumer choices and boosting consumers' self-esteem. An experiment in the field demonstrates the effectiveness of using easily implementable in-store messaging to boost consumers' self-esteem in ways that increase consumers' positive self-perceptions and, subsequently, their willingness to choose unattractive produce. This research, therefore, suggests low-cost yet effective strategies retailers can use to market unattractive produce, potentially raising retailer profits while reducing food waste.
Metrics
Details
- Title
- The Self-Perception Connection: Why Consumers Devalue Unattractive Produce
- Creators
- Lauren Grewal - Dartmouth Coll, Tuck Sch Business, Business Adm, Hanover, NH 03755 USAJillian Hmurovic - University of PittsburghCait Lamberton - University of PittsburghRebecca Walker Reczek - The Ohio State University
- Publication Details
- Journal of marketing, v 83(1), pp 89-107
- Publisher
- Sage
- Number of pages
- 19
- Grant note
- University of Pittsburgh Marketing Science Institute Research Grant University of Pittsburgh Dean's Small Research Grant Ohio State University
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000453375700006
- Scopus ID
- 2-s2.0-85060850314
- Other Identifier
- 991021861656604721
UN Sustainable Development Goals (SDGs)
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business