THE CONSUMER FACING AN UNUSUAL AESTHETIC STIMULI : THE CASE OF « UGLY » FOOD PRODUCTS IN LARGE RETAIL

Jean-Louis Moulins (1) , Audrey Hanan (1) , Fons Cendrine (1)

1 CRET-LOG - Centre de Recherche sur le Transport et la Logistique

Over the past months, many French supermarkets have started to present food on their shelves that does not comply with the usual aesthetic standards (called "ugly"). This food is usually disqualified without even being unfit for consumption. This research aims to reflect the consumer's reaction regarding these unusual visual stimulis in supermarkets. Based on an e-ethnographic investigation of the brand's social network as well as of several forums, this research analyzes the consumers' declaratives and specifically their attitudinal commitment to these products of the brand. The results highlight the influence of these unusual visuals on several levels, first on the appropriation of the product (taste expectations, the expected price, the perceived typicality) and in second place on the relationship consumer/supermarket by impacting the variables of the decision making process (trust, identification, attachment and commitment). Keywords

Mots clés: Theory of consumer behaviour; Marketing Distribution; Consumption habits; Transgression.

Domaines: Sciences de l'Homme et Société

Jean-Louis Moulins, Audrey Hanan, Fons Cendrine. THE CONSUMER FACING AN UNUSUAL AESTHETIC STIMULI : THE CASE OF « UGLY » FOOD PRODUCTS IN LARGE RETAIL . 11ème Journée de recherche en Marketing Agroalimentaire de l’Association Française du Marketing, Sep 2016, Montpellier, France. ⟨hal-01468869⟩