Inspirational Aesthetics: How Beautiful Products Motivate Performance

We demonstrate that when consumers use beautiful products, they exhibit increased self-efficacy, motivation, and performance, than when they use functionally equivalent, but less attractive ones. Drawing on the beauty premium literature, we show that beautiful products are associated with competence, and using beautiful products increases self-efficacy via an assimilation mechanism.


Kelly Herd and Page Moreau (2019) ,"Inspirational Aesthetics: How Beautiful Products Motivate Performance", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 320-325.


Kelly Herd, University of Connecticut, USA
Page Moreau, University of Wisconsin - Madison, USA


NA - Advances in Consumer Research Volume 47 | 2019

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