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.



Citation:

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.

Authors

Ravindra Chitturi, Lehigh University, USA



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



Share Proceeding

Featured papers

See More

Featured

When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More

Featured

R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents

Kimberley Mosher Preiksaitis, Siena College

Read More

Featured

Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources

Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada

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.