Delighted By Deviating Design: the Relation Between Construal Level and Surface Mimicry

Products that incorporate visual features of unrelated objects into their design (“surface mimicry”) evoke more abstract processing. People who are placed in an abstract mindset are willing to pay more for products with such atypical (versus typical) design. These effects are the strongest for people who generally appreciate product design.


Tess Bogaerts, Christophe Labyt, and Mario Pandelaere (2016) ,"Delighted By Deviating Design: the Relation Between Construal Level and Surface Mimicry", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 398-399.


Tess Bogaerts, Ghent University, Belgium
Christophe Labyt, Ghent University, Belgium
Mario Pandelaere, Virginia Tech, USA


NA - Advances in Consumer Research Volume 44 | 2016

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