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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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