Centre for Decision Research Seminar Series: Imperfection in Motion: Implied motion reduces negative associations of imperfect produce

Imperfection in Motion: Implied motion reduces negative associations of imperfect produce

Speaker: Chenyi Zhu, Postgraduate Researcher

Location: Charles Thackrah Building Room G07

Abstract: Food waste remains a major sustainability challenge, with imperfect fruits and vegetables often rejected due to their appearance. Prior studies suggest that food choices are mostly automatic, implicit, and habitual, rather than made via deliberated choice. Such insights suggest why explicit messaging to increase consumers’ imperfect food purchasing has shown limited effectiveness and highlight opportunities for behaviour change via less mindful means.

This study investigates the extent to which negative implicit associations for “imperfect” (vs. “perfect”) exist, and whether the implied motion (e.g., fruit splashing into water) can mitigate these evaluations. In a pre-registered study, participants (N = 145) completed an in-person multi-dimensional Implicit Association Test (IAT) to examine their implicit attitudes in static and motion contexts. Results showed that participants’ implicit associations were positive for perfect produce and negative for imperfect produce, suggesting an “Ugly = Bad” association.

However, exposure to implied motion imagery significantly reduced this negativity effect toward imperfect fresh produce, while having no effect on perfect produce. Our findings link implicit attitudes to sustainable food choices and demonstrate the potential of visually-based interventions, such as implied motion, to reduce negative aesthetic biases and support behaviour change aimed at increasing acceptance of imperfect produce and reducing food waste.

We look forward to seeing you in person or online. For the Microsoft Teams link for this, please contact us at  ATODEnquiries@leeds.ac.uk.