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

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.



Citation:

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.

Authors

Ngoc (Rita) To, University of Houston, USA
Vanessa M. Patrick, University of Houston, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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