 Beauty-is-good, ugly-is-risky: Food aesthetics bias and construal levelAna Carina Castagna, Diego Costa Pinto, Anna Mattila and Marcia Dutra de Barcellos Journal of Business Research, 2021, vol. 135, issue C, 633-643 Abstract: Consumers use aesthetics bias to judge the risk of their food intake, having an important impact on food waste of less appealing food (i.e., aesthetically imperfect foods). In six studies, this research adds to past work by revealing that when the aesthetics bias is applied to food targets, consumers make risk inferences for imperfect (vs. perfect) food products, thus reducing their purchase intention. In addition, the findings suggest that construal level moderates food aesthetics bias, reducing perceived risk and increasing purchase intention of aesthetically imperfect foods in abstract (vs. concrete) construal. This research uncovers the importance of abstract thinking in order to revoke the food aesthetics bias. The findings have critical implications for researchers, managers, and public policy makers on how to mitigate food aesthetics biases, which can contribute to reducing food waste. Keywords: Construal level; Risk perception; Food waste; Aesthetics; Sustainable consumption (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:135:y:2021:i:c:p:633-643 DOI: 10.1016/j.jbusres.2021.06.063 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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