Innovation Aesthetics: the Relationship Between Category Cues, Categorization Certainty and Newness Perceptions

Miranda Goode, University of Western Ontario, Canada
Darren W. Dahl, University of British Columbia, Canada
C. Page Moreau, University of Colorado at Boulder, USA
We investigate the capacity of innovative visual aesthetics to inhibit a consumer’s objective appreciation of a product’s newness. Findings from three studies indicate that if consumers are not certain of a new product’s categorization, as can happen with innovative aesthetics, a product’s newness will be surprisingly underappreciated.
[ to cite ]:
Miranda Goode, Darren W. Dahl, and C. Page Moreau (2011) ,"Innovation Aesthetics: the Relationship Between Category Cues, Categorization Certainty and Newness Perceptions ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.