The Power of Aesthetic Design in Consumer Financial Decisions

We observe the influence of aesthetic design on consumer behavior involving financial products – an area where, presumably, design’s impact on decision-making has little rational role. In a series of three studies we find that, indeed, in hypothetical investment decisions the overall look of a document impacts stock valuation and behavior. Our results suggests that this occurs both through an increased sense of ownership as well as through self-affirmation and, moreover, that the effects from choosing high design spill over into subsequent financial decisions and lead to riskier investment behavior.



Citation:

Claudia Townsend and Suzanne Shu (2010) ,"The Power of Aesthetic Design in Consumer Financial Decisions", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 102-106 .

Authors

Claudia Townsend, UCLA Anderson School of Management, USA
Suzanne Shu, University of California at Los Angeles, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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