Unveiling the dual impacts of the aesthetic deficiency of foods on consumers’ purchase intentions

Unveiling the dual impacts of the aesthetic deficiency of foods on consumers’ purchase intentions

Abstract The bias of “beauty is good” is prevalent in the consumption field. Products with attractive appearances can enhance consumers’ favor towards the product, gaining a “beauty premium,” while products with aesthetic deficiencies are subjected to a “ugly penalty.” However, in some cases, aesthe...

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Bibliographic Details
Main Authors: Yunxi Feng, Li Zhao, Yanqing Xia, Liang Dai
Format: Article
Language:English
Published: Nature Portfolio 2025-04-01
Series:Scientific Reports
Subjects:
Aesthetic deficiency
Perceived risk
Perceived coolness
Rebelliousness
Purchase inclination
Online Access:https://doi.org/10.1038/s41598-025-92352-7
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https://doi.org/10.1038/s41598-025-92352-7

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