I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce

讲故事 估价(财务) 心理学 广告 美学 社会心理学 艺术 业务 叙述的 文学类 财务
作者
Chu‐Yen Pai,Kai‐Yi Young,Luke Ingalls Liska,Debra A. Laverie
出处
期刊:Journal of Consumer Behaviour [Wiley]
标识
DOI:10.1002/cb.2414
摘要

ABSTRACT In a world where food insecurity and food waste paradoxically coexist, the rejection of aesthetically imperfect yet edible produce significantly contributes to food waste. This study examines the application of compelling storytelling to alter consumer perceptions and behaviors toward unattractive produce, a perspective largely overlooked in sustainability research. We address this gap by exploring how storytelling can mitigate cognitive biases against such produce, thereby enhancing consumer acceptance through improved perceived taste. In Study 1, we examine the effect of unattractive produce on produce valuation and the mediation of perceived taste. In Study 2, we investigate the moderating role of storytelling in enhancing consumers' perceived taste of unattractive food. Through two experimental studies, we confirm that combining storytelling with marketing tactics, such as coupons, significantly increases consumers' consumption of unattractive produce. We recommend retailers utilize storytelling in marketing unattractive produce to optimize marketing effectiveness and promote sustainable food consumption. Our findings advance storytelling, visual marketing, and unattractive produce literature and offer practical insights for reducing food waste, contributing to sustainability efforts and social welfare. By employing a storytelling strategy, we support social good by encouraging the consumption of “ ugly ” produce.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
大幅提高文件上传限制,最高150M (2024-4-1)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
火星上的天思完成签到,获得积分10
1秒前
greatchelsea完成签到,获得积分10
1秒前
田様应助坚定的向珊采纳,获得10
1秒前
1秒前
1秒前
1秒前
2秒前
3秒前
bqf完成签到,获得积分10
3秒前
liq完成签到,获得积分10
3秒前
Joycg发布了新的文献求助10
3秒前
4秒前
liangxianli发布了新的文献求助10
4秒前
背后幻姬完成签到,获得积分10
4秒前
年轻的凤完成签到,获得积分10
5秒前
qp完成签到,获得积分10
5秒前
所所应助STNZEN采纳,获得10
5秒前
蒋若风发布了新的文献求助10
5秒前
learn应助小超人哈里采纳,获得10
6秒前
Renee应助小超人哈里采纳,获得10
6秒前
6秒前
fedehe完成签到 ,获得积分10
6秒前
7秒前
Mengjie完成签到,获得积分10
7秒前
Yingyli发布了新的文献求助20
7秒前
情怀应助Cecilia采纳,获得10
7秒前
CodeCraft应助physics采纳,获得10
8秒前
热情蜜蜂发布了新的文献求助10
8秒前
小肖的KYT应助科研通管家采纳,获得10
9秒前
SciGPT应助科研通管家采纳,获得10
9秒前
NexusExplorer应助科研通管家采纳,获得10
9秒前
思源应助科研通管家采纳,获得10
9秒前
暮霭沉沉应助科研通管家采纳,获得10
9秒前
搜集达人应助科研通管家采纳,获得10
9秒前
丘比特应助科研通管家采纳,获得10
9秒前
研友_8DAv0L发布了新的文献求助10
9秒前
JamesPei应助科研通管家采纳,获得10
9秒前
科研通AI2S应助科研通管家采纳,获得10
9秒前
英俊的铭应助科研通管家采纳,获得10
10秒前
不配.应助科研通管家采纳,获得20
10秒前
高分求助中
Evolution 10000
ISSN 2159-8274 EISSN 2159-8290 1000
Becoming: An Introduction to Jung's Concept of Individuation 600
Ore genesis in the Zambian Copperbelt with particular reference to the northern sector of the Chambishi basin 500
A new species of Coccus (Homoptera: Coccoidea) from Malawi 500
A new species of Velataspis (Hemiptera Coccoidea Diaspididae) from tea in Assam 500
PraxisRatgeber: Mantiden: Faszinierende Lauerjäger 500
热门求助领域 (近24小时)
化学 医学 生物 材料科学 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 基因 遗传学 催化作用 物理化学 免疫学 量子力学 细胞生物学
热门帖子
关注 科研通微信公众号,转发送积分 3160703
求助须知:如何正确求助?哪些是违规求助? 2811860
关于积分的说明 7893601
捐赠科研通 2470679
什么是DOI,文献DOI怎么找? 1315754
科研通“疑难数据库(出版商)”最低求助积分说明 630993
版权声明 602053