Efrat Elimelech
Efrat Elimelech is a researcher and first author of the 2024 Sustainability paper on visual perception, taste and acceptance of suboptimal produce.
Who they are
The work of Efrat Elimelech reaches this site through the paper listed below. The name is tied to Cosmetic Imperfection Acceptance.
Key papers
Elimelech, E., Ert, E., Parag, Y., & Hochman, G. (2024). Exploring the impact of visual perception and taste experience on consumers' acceptance of suboptimal fresh produce. Sustainability, 16(7), 2698. What it reports: Between-subjects 3 x 2 design with suboptimal tomatoes and sweet peppers; perceived quality and willingness to buy under three information conditions including picture alone and picture then tasting. Abnormally shaped vegetable judged less favourably than normal; small-sized judged more favourably than regular; tasting raised willingness to buy without changing quality perceptions. Authors read a bias toward aesthetic qualities.
Key ideas
Cosmetic Imperfection Acceptance: The finding that shoppers accept colour-related imperfections in produce more readily than shape imperfections.
Sources
- Elimelech, E., Ert, E., Parag, Y., & Hochman, G. (2024). Exploring the impact of visual perception and taste experience on consumers' acceptance of suboptimal fresh produce. Sustainability, 16(7), 2698.