Gender Differences in Response to Visual Harmony: Why and When?

Across five studies, we explored how and when gender impacts the attractiveness evaluation of marketing visuals varying in harmony. Consistent with self-referencing theory, female genders prefer harmony in design more than males. However, this effect varies with how gender is defined, how gender is assessed, and with the consumption context.


Kristina Haberstroh, Ulrich Orth, and Minu Kumar (2018) ,"Gender Differences in Response to Visual Harmony: Why and When?", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 83-84.


Kristina Haberstroh, Kiel University, Germany
Ulrich Orth, Kiel University, Germany
Minu Kumar, San Francisco State University, USA


E - European Advances in Consumer Research Volume 11 | 2018

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