Vous avez dit moches ? Comme c’est bizarre !


  • Moulins Jean-Louis
  • Hanan Audrey


  • Marketing societal
  • Behavioral decision theory
  • Transgression
  • Marketing Distribution
  • Consumption Patterns

type de document



The purpose of this research is to understand how the consumer grasps the supply of fruit unsightly recently proposed by many French supermarkets. It aims, in particular, to explain the process of transgression of consumer habits through mental representations, considered central in the study of eating behaviors. An exploratory qualitative study conducted within a national brand, with 25 consumers, shows that the transgression of aesthetic standards influences the entire decision-making process of the consumer. We highlight the many inferences attributed to the product, the feeling of novelty, perceived fears and buying intentions. The results obtained are discussed and proposals are issued to retail chains promote the product appropriation.

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