Do you bear to reject them? The effect of anthropomorphism on empathy and consumer preference for unattractive produce

Tong Chen, Amar Razzaq, Ping Qing and Binbin Cao

Journal of Retailing and Consumer Services, 2021, vol. 61, issue C

Abstract: Consumer generally prefer produce with perfect/attractive appearance and reject unattractive produce (e.g., spotted apples, curved cucumbers), which results in global economic and sustainability issues. Researchers are making efforts to find strategies to reduce consumer or retailer waste of unattractive produce. This article aims to study the role of anthropomorphism communication in the marketing of unattractive produce and to identify an empathy-helping underlying psychological mechanism. Three experimental studies found that when unattractive produce is anthropomorphized, the situation of rejection evokes consumer empathy. Feelings of empathy drive consumers to accept and purchase unattractive produce. In addition, the positive effect of anthropomorphism on purchase intentions is moderated by popularity of unattractive produce (e.g., number of shoppers). The effect of anthropomorphism is strengthened when the produce is unpopular, and it is weakened when the produce is popular.

Keywords: Appearance unattractiveness; Anthropomorphism; Empathy; Produce consumption (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921001223

DOI: 10.1016/j.jretconser.2021.102556

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