The A.I.R. Construct: the Processing Mechanism Underlying Aesthetics-Induced Consumer Behaviors

Attractive products have been linked to a variety of positive consumer behaviors, arguably due to the mood effect induced by aesthetics. The present research shows that a more complex mechanism – which contains affective, cognitive, and motivational elements – can explain the effects of attractiveness on consumer behaviors better than mood can.



Citation:

Gratiana Pol and C.W. Park (2011) ,"The A.I.R. Construct: the Processing Mechanism Underlying Aesthetics-Induced Consumer Behaviors", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Gratiana Pol, University of Southern California, USA
C.W. Park, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Featured

Portals of Transformation In Consumer Experiences

Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK

Read More

Featured

Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, 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.