Resolution of Aesthetic Incongruity

In this research, the role of aesthetic harmony in consumption environments is investigated, and a framework is developed to understand how consumers resolve aesthetic incongruity. A mismatch between an acquired product and its consumption environment may result in a consumer’s decision to either return the product or to spend more on additional purchases. For products low in aesthetic appeal, incongruity with the consumption environment leads to feelings of regret, while for products high in aesthetic appeal, the incongruity leads to feelings of frustration. The feelings of frustration motivate additional purchases to accommodate the product within its consumption environment, while feelings of regret are more likely to result in product returns.


Vanessa Patrick and Henrik Hagtvedt (2009) ,"Resolution of Aesthetic Incongruity", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 810-812.


Vanessa Patrick, University of Georgia, USA
Henrik Hagtvedt, University of Georgia, USA


NA - Advances in Consumer Research Volume 36 | 2009

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