Abstract
Some companies design processed foods to contain aesthetic imperfections such as non-uniformities in shape, color, or texture. Simultaneously, consumers annually discard millions of pounds of unprocessed, safe-to-eat fruits and vegetables owing to aesthetic imperfections. Why design processed foods with aesthetic imperfections when people discard unprocessed foods because of them? Seven studies, including a choice study at a grocery store and an incentive-compatible study, show that the effect of aesthetic imperfections on consumer preferences depends on whether foods are unprocessed or processed. While imperfections negatively influence preferences for unprocessed foods, they positively influence preferences for processed foods. We attribute this preference shift to consumers making opposing inferences about the human care involved in producing aesthetically imperfect processed and unprocessed foods. Building on research highlighting the positive effects of human presence in production, we thus show that perceived care drives food choice. We discuss implications for product design, retail promotion, and sustainability.
Highlights
Some companies design processed foods to contain aesthetic imperfections such as non-uniformities in shape, color, or texture
We propose that consumers have opposing preferences for aesthetic imperfections in processed and unprocessed foods because they make different attributions for the level of human care involved in producing the foods
Using a variety of preference measures and multiple sets of food stimuli, including some with one primary ingredient, we show that the effect of aesthetic imperfections on consumer preferences depends on whether foods are unprocessed or processed
Summary
Some companies design processed foods to contain aesthetic imperfections such as non-uniformities in shape, color, or texture. We predic: H1: When evaluating two processed foods, consumers perceive greater care in production for the aesthetically imperfect (vs perfect) option than when they are evaluating two unprocessed foods
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