Humor Versus Aesthetics in Product Design: Their Impact on Ownership Pride

Gratiana Pol, University of Southern California, USA
C.W. Park, University of Southern California, USA
Martin Reimann, University of Southern California, USA
We show that two hedonic types of product design— aesthetically appealing versus humorous-looking designs—differ in the level of ownership pride they evoke (with aesthetic designs being more effective), along with the mechanism through which they create such pride (with aesthetic designs signaling good taste, and humorous-looking designs signaling uniqueness).
[ to cite ]:
Gratiana Pol, C.W. Park, and Martin Reimann (2012) ,"Humor Versus Aesthetics in Product Design: Their Impact on Ownership Pride ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 308-312.