Self Affirmation Through the Choice of High Design

An implicit assumption in consumer research is that product design, defined in terms of aesthetics, influences product valuation similarly to other attributes of the options. However, we find this not to be the case. In contrast to functional attributes, we propose that design affirms the self. Consequently, decision-makers are relatively price inelastic for products with high design compared to products with high functionality and they vary the importance of other product attributes to justify the choice of high design. We propose that the effects of design are not necessarily conscious and test an explanation based on self-affirmation.



Citation:

Claudia Townsend and Sanjay Sood (2009) ,"Self Affirmation Through the Choice of High Design", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 250-251.

Authors

Claudia Townsend, Anderson School of Business UCLA, USA
Sanjay Sood, Anderson School of Business UCLA, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

Read More

Featured

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

Read More

Featured

Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.