Visual Simplicity Signals Constructive Brand Authenticity

Constructive brand authenticity is subjective and can be contextually determined. This research examines the consumer lay belief about the relationship between aesthetics and constructive brand authenticity. Across three experiments, we find that consumers perceive a brand as more authentic when it is with visually simple (vs. complex) designs or displays.



Citation:

Yan Wang, Jing Jiang, and Xiushuang Gong (2020) ,"Visual Simplicity Signals Constructive Brand Authenticity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1234-1234.

Authors

Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China
Xiushuang Gong, Jiangnan University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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