Product Aesthetics Trigger Appearance Related Concerns

Christopher Ling, University of South Carolina, USA
Laurence Ashworth, Queen's University, Canada
We examine how product aesthetics influence product attitude by testing impression management concerns as a moderator, finding that in situations where impression management concerns are salient, the effect of product aesthetics on product attitude is enhanced.
[ to cite ]:
Christopher Ling and Laurence Ashworth (2013) ,"Product Aesthetics Trigger Appearance Related Concerns", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.