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.
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.
Ngoc (Rita) To, University of Houston, USA
Vanessa M. Patrick, University of Houston, USA
NA - Advances in Consumer Research Volume 45 | 2017
Stacy Wood, North Carolina State University
Globalizing from the Periphery: The Role of Consumer Paratextual Translation
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia
The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices
Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA