Design, Emotions, and Willingness-To-Pay
This research demonstrates how aesthetics increases willingness-to-pay by improving three types of perceived benefits—functional confidence, experiential excitement, and self-expressive pride. Specifically, good aesthetics improves anticipated promotion and prevention emotions of confidence, excitement, and pride. The results from this research show that superior aesthetics leads to greater willingness-to-pay.
Ravindra Chitturi (2017) ,"Design, Emotions, and Willingness-To-Pay", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 17-20.
Ravindra Chitturi, Lehigh University, USA
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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