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

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  • Chen, Tong
  • Razzaq, Amar
  • Qing, Ping
  • Cao, Binbin

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.

Suggested Citation

  • Chen, Tong & Razzaq, Amar & Qing, Ping & Cao, Binbin, 2021. "Do you bear to reject them? The effect of anthropomorphism on empathy and consumer preference for unattractive produce," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    • Handle: RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921001223
    DOI: 10.1016/j.jretconser.2021.102556
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    References listed on IDEAS

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    5. EiÄ aitÄ—, Ovidija & Baležentis, Tomas & RibaÅ¡auskienÄ—, Erika & MorkÅ«nas, Mangirdas & MelnikienÄ—, Rasa & Å treimikienÄ—, Dalia, 2022. "Food waste in the retail sector: A survey-based evidence from Central and Eastern Europe," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    6. Xiaoming Fan, 2024. "The coldness of machines vs. the warmth of humans: social exclusion and compensatory consumption of handmade products," Italian Journal of Marketing, Springer, vol. 2024(3), pages 267-285, September.
    7. Kim, Do Yuon & Lee, Ha Kyung & Chung, Kyunghwa, 2023. "Avatar-mediated experience in the metaverse: The impact of avatar realism on user-avatar relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    8. Qin, Huanyu & Xie, Zhipeng & Ding, Chen & Wang, Jingyuan & Xu, Yi, 2024. "Healing or hesitation? The impact of anthropomorphism on consumers' repair intentions for products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    9. Liu, Fu & Wei, Haiying & Zhu, Zhenzhong & Chen, Haipeng (Allan), 2022. "Warmth or competence: Brand anthropomorphism, social exclusion, and advertisement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
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