1-C: Differential Preference Toward Aesthetic Design Elements of Airline Livery: an Examination of Design-Activity Congruency

Jeongmin Lee, Gachon University, South Korea
Wujin Chu, Seoul National University, South Korea
Dawon Kang, Seoul National University, South Korea
Jisu Yi, Seoul National University, South Korea
Consumers seek congruency between aesthetic design and the activity being performed. As such, we show that business travelers prefer airline livery designs that use darker tones, primary colors and geometric lines. On the other hand, vacation travelers’ design preference is split between toned-down designs and colorful designs.
[ to cite ]:
Jeongmin Lee, Wujin Chu, Dawon Kang, and Jisu Yi (2017) ,"1-C: Differential Preference Toward Aesthetic Design Elements of Airline Livery: an Examination of Design-Activity Congruency", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1043-1043.