Muji Versus Maharaja: When (And Why) Minimalist Versus Maximalist Design Differentially Influence Consumer Self-Brand Connection

Ngoc (Rita) To, University of Houston, USA
Vanessa M. Patrick, University of Houston, USA
In this research, we aim to demonstrate the influence of minimalist (clean and simple) versus maximalist (ornate and decorative) packaging design on consumer self-brand connection. Drawing on the theory of functional attitudes, we demonstrate that when maximalist (minimalist) packaging designs are used, low (high)-power consumers experience greater self-brand connection.
[ to cite ]:
Ngoc (Rita) To and Vanessa M. Patrick (2017) ,"Muji Versus Maharaja: When (And Why) Minimalist Versus Maximalist Design Differentially Influence Consumer Self-Brand Connection", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 258-263.