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http://bura.brunel.ac.uk/handle/2438/29043
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DC Field | Value | Language |
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dc.contributor.author | Kim, K | - |
dc.contributor.author | Ryoo, Y | - |
dc.contributor.author | Manika, D | - |
dc.contributor.author | Yoon, N | - |
dc.contributor.author | Yoon, S | - |
dc.date.accessioned | 2024-05-21T16:34:54Z | - |
dc.date.available | 2024-05-21T16:34:54Z | - |
dc.date.issued | 2024-05-26 | - |
dc.identifier | ORCiD: Kacy Kim https://orcid.org/0000-0003-4786-2831 | - |
dc.identifier | ORCiD: Yuhosua Ryoo https://orcid.org/0000-0001-8153-9320 | - |
dc.identifier | ORCiD: Danae Manika https://orcid.org/0000-0002-6331-1979 | - |
dc.identifier | ORCiD: Sukki Yoon https://orcid.org/0000-0003-0092-1195 | - |
dc.identifier.citation | Kim, K. et al. (2024) 'From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular-appearing produce', Psychology and Marketing, 0 (ahead of print), pp. 1 - 24. doi: 10.1002/mar.22025. | - |
dc.identifier.issn | 0742-6046 | - |
dc.identifier.uri | https://bura.brunel.ac.uk/handle/2438/29043 | - |
dc.description | Data Availability Statement: The data that support the findings of this study are available from the corresponding author upon reasonable request. | - |
dc.description.abstract | Recognizing that the waste of imperfect produce contributes to the global environmental crisis, the authors conduct three studies examining whether retailers can use anthropomorphizing marketing techniques to make irregular-appearing produce more attractive and increase purchase intentions. Based on the exemplar model theory, Study 1 shows that when retailers place googly eyes on pictures of irregular-appearing produce, consumers judge the product according to multiple exemplars as they do when they evaluate humans. The multiple esthetic cues cause them to perceive irregular produce as more attractive. Study 2 replicates Study 1 by using human names as the anthropomorphic cues, demonstrating that anthropomorphism can increase purchase intentions toward irregular-appearing produce. Study 3 further shows that the anthropomorphism effects hold for irregular-appearing produce from corporate farms and not from local farms. The differences occur because consumers expect corporate farms to conform to standardized esthetic norms but expect local farms to market irregular-appearing produce. When expectations are aligned, anthropomorphism is more likely to cause consumers to diversify esthetic cues, but not when expectations are disassociated. The article concludes with suggestions for promotion strategies that use anthropomorphizing to change attitudes and increase purchase intentions toward irregular-appearing produce. | - |
dc.format.extent | 1 - 24 | - |
dc.publisher | Wiley | - |
dc.rights | Copyright © 2024 Wiley Periodicals LLC. This is the peer reviewed version of the following article: Kim, K. et al. (2024) 'From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular-appearing produce', Psychology and Marketing, 0 (ahead of print), pp. 1 - 24. doi: 10.1002/mar.22025., which has been published in final form at https://doi.org/10.1002/mar.22025. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions, see: https://authorservices.wiley.com/author-resources/Journal-Authors/licensing/self-archiving.html. | - |
dc.rights.uri | https://authorservices.wiley.com/author-resources/Journal-Authors/licensing/self-archiving.html | - |
dc.subject | aesthetic appeal | - |
dc.subject | anthropomorphism | - |
dc.subject | consumer choice | - |
dc.subject | exemplar model | - |
dc.subject | food waste | - |
dc.title | From ugly to attractive: Leveraging anthropomorphism to increase demand for irregular-appearing produce | - |
dc.type | Journal Article | - |
dc.date.dateAccepted | 2024-04-30 | - |
dc.identifier.doi | https://doi.org/10.1002/mar.22025 | - |
dc.relation.isPartOf | Psychology and Marketing | - |
pubs.issue | 00 | - |
pubs.publication-status | Published onloine | - |
pubs.volume | 0 | - |
dc.identifier.eissn | 1520-6793 | - |
dc.rights.holder | Wiley Periodicals LLC | - |
Appears in Collections: | Brunel Business School Embargoed Research Papers |
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FullText.pdf | Embargoed until 26 May 2025 | 1.72 MB | Adobe PDF | View/Open |
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