1-C: Differential Preference Toward Aesthetic Design Elements of Airline Livery: an Examination of Design-Activity Congruency
Consumers seek congruency between aesthetic design and the activity being performed. As such, we show that business travelers prefer airline livery designs that use darker tones, primary colors and geometric lines. On the other hand, vacation travelers’ design preference is split between toned-down designs and colorful designs.
Jeongmin Lee, Wujin Chu, Dawon Kang, and Jisu Yi (2017) ,"1-C: Differential Preference Toward Aesthetic Design Elements of Airline Livery: an Examination of Design-Activity Congruency", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1043-1043.
Jeongmin Lee, Gachon University, South Korea
Wujin Chu, Seoul National University, South Korea
Dawon Kang, Seoul National University, South Korea
Jisu Yi, Seoul National University, South Korea
NA - Advances in Consumer Research Volume 45 | 2017
Brand Complexity’s Impact on Product Liking and Consumer’s Sense of Self
Maria A. Rodas, University of Minnesota, USA
Carlos J. Torelli , University of Illinois at Urbana-Champaign, USA
Moments that Last: Meaningfulness Slows Happiness Decay
Rhia Catapano, Stanford University, USA
David Hardisty, University of British Columbia, Canada
Jennifer Aaker, Stanford University, USA
14-R: Leaving the Lab: Can Mobile fNIRS Enhance Consumer Research?
Caspar Krampe, Heinrich-Heine-Universität, Germany
Nadine Gier, Heinrich-Heine-Universität, Germany
Enrique Strelow, Justus Liebig Universität, Germany
Peter Kenning, Heinrich-Heine-Universität, Germany