This thesis critically examines the impact of self-mockery in advertising, especially on consumer attitudes towards products with aesthetic imperfections. It explores how self-mockery can reframe perceived flaws in products as positive attributes, potentially boosting purchase intentions. The study reveals that self-mockery can transform consumer perceptions of a product's consumption value by enhancing perceptions of surprise, novelty, and credibility. This, in turn, positively influences both their attitude towards and their intention to purchase aesthetically flawed products. This research offers a comprehensive understanding of self-mockery's role in shaping consumer perceptions and influencing buying decisions. It contributes significant insights to marketing and consumer behavior fields, advocating for the strategic use of self-mockery in advertising as a novel approach for promoting aesthetically flawed products, and suggests a potential reevaluation of existing marketing practices.

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