Pretty Stories, Ugly Truth: Implicit Processing Disfluency Between Positive Messages and Visual Imperfections of Ugly Produce
(A2026-132840)

AUTHORS

Alexa Rudolf, Corvinus University of Budapest; Akos Varga, Corvinus University of Budapest

ABSTRACT

Unattractive or “ugly” produce contributes to food waste, as consumers often reject items that deviate from visual norms. Prior research has focused on explicit evaluations, overlooking the implicit processes behind this resistance. This study examines how appearance and narrative framing shape responses to ugly produce by combining self-reported choice with eye-tracking. In an experiment with 123 participants, we analysed gaze patterns, cognitive load and choice across neutral versus storytelling messages. Product appearance is the strongest predictor of choice, confirming a robust bias against ugly produce. Storytelling messages increase fixation durations and saccades, indicating processing disfluency, yet they also raise the choice share of ugly produce. These findings refine processing fluency theory by showing when disfluency can coexist with, and even support, positive choices, offering implications for sustainable food marketing.