If I Understand Why a Product Looks Weird, Will I Buy It?
研究广告中提供因果解释（如产品形状奇怪的原因）能否提升消费者对不符合审美标准产品的偏好，通过四项实验发现低因果不确定性广告能显著提高偏好。
Consumers are increasingly exposed to advertising aimed at producing positive reactions toward goods that do not meet aesthetic marketplace standards, such as oddly shaped produce. In this paper, the authors posit that one of the reasons why consumers reject these aesthetically unexpected goods is because they lack a certain causal explanation, which can be clearly communicated through advertising. In four studies, including a field study, consumers exhibited higher preference for aesthetically unexpected goods when advertisements featured low causal uncertainty (<i>i.e.</i>, few causes), particularly in comparison with when no causal information was provided. This effect occurred regardless of cause type (human versus natural).