4A Do You Think Products With Complex Designs Are More Luxurious? the Role of Self Construal Moderates the Effect of Visual Complexity on Luxury Perception

We propose that visual complexity of product design and display increases consumer luxury perception. The results confirm the effect of visual complexity on luxury perception through perceived complexity. We argue that this effect can be attenuated by priming self-construal, explaining cultural and individual difference in luxury perception.



Citation:

Nakaya K akuda and Cheng Gao (2019) ,"4A Do You Think Products With Complex Designs Are More Luxurious? the Role of Self Construal Moderates the Effect of Visual Complexity on Luxury Perception", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 956-956.

Authors

Nakaya K akuda, City University of Hong Kong, China
Cheng Gao, Nanjing University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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