Working Paper

Ugly Food, Negative Feelings: Why Consumers Won’t Pay More for Unattractive Produce

Lauren Grewal, Jillian Hmurovic, Cait Lamberton, and Rebecca Walker Reczek

Aug 9, 2018


Investigates how the aesthetic premium placed on produce contributes to consumers’ rejection of safe, edible, yet aesthetically unattractive produce; in four experiments, demonstrates that consumers systematically devalue unattractive produce because of altered self-perceptions, driving diminished choice, purchase, and willingness to pay.

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