Avoiding Minimalist Design in Gift Giving
This research shows that consumers are less likely to choose a product with a minimalist design when it is to be sent as a gift to others (vs. purchased for self-usage). Furthermore, this avoiding-minimalism effect is moderated by the opportunity to personalize a product for intended users.
Citation:
Dongjin He, Linying (Sophie) Fan, and Yuwei Jiang (2021) ,"Avoiding Minimalist Design in Gift Giving", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 898-898.
Authors
Dongjin He, Lingnan University
Linying (Sophie) Fan, Hong Kong University of Science and Technology
Yuwei Jiang, Hong Kong Polytechnic University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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