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.


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.


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


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

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