Do you bear to reject them? The effect of anthropomorphism on empathy and consumer preference for unattractive produce |
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Institution: | 1. School of Business, Hong Kong Baptist University, Hong Kong;2. Faculty of Business and Economics, University of Hong Kong, Hong Kong;3. Judge Business School, University of Cambridge, United Kingdom;1. School of Business and Economics, Universiti Putra Malaysia, Selangor, Malaysia;2. Department of Marketing, UWA Business School, The University of Western Australia (M263), 35 Stirling Highway, Crawley, Perth 6009, Australia |
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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. |
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Keywords: | Appearance unattractiveness Anthropomorphism Empathy Produce consumption |
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