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

P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, USA

Read More

Featured

H12. Does Economic Development Influence Consumer Innovativeness?

Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia

Read More

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

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.