The A.I.R. Construct: the Processing Mechanism Underlying Aesthetics-Induced Consumer Behaviors

Gratiana Pol, University of Southern California, USA
C.W. Park, University of Southern California, USA
Attractive products have been linked to a variety of positive consumer behaviors, arguably due to the mood effect induced by aesthetics. The present research shows that a more complex mechanism – which contains affective, cognitive, and motivational elements – can explain the effects of attractiveness on consumer behaviors better than mood can.
[ to cite ]:
Gratiana Pol and C.W. Park (2011) ,"The A.I.R. Construct: the Processing Mechanism Underlying Aesthetics-Induced Consumer Behaviors", 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.