Consumers may use the imagined or real consumption of unattractive produce as a signal that negatively influences their self-view.

Question

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Consumers often associate the consumption of unattractive produce with a lower social status or a negative self-image, as societal norms and marketing have historically emphasized the appeal of perfect-looking produce. This perception can lead to a reluctance to purchase or consume such items, despite their nutritional equivalence to more aesthetically pleasing counterparts.

Consumers May Use the Imagined or Real Consumption of Unattractive