The Structure of a Product, Retail Environment, and Brand Logo Can Affect Judgments of Value

We demonstrate that visual structure (symmetry, balance) increases perceived utilitarian value when a product/brand fulfills utilitarian goals. However, when a product/brand fulfills hedonic goals, lack of structure increases hedonic value. Value, in turn, influence an array of marketing-relevant outcomes. This research has theoretical implications and actionable insights for marketing managers.


Felipe M. Affonso and Chris Janiszewski (2021) ,"The Structure of a Product, Retail Environment, and Brand Logo Can Affect Judgments of Value", 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: 209-210.


Felipe M. Affonso, University of Florida
Chris Janiszewski, University of Florida


NA - Advances in Consumer Research Volume 49 | 2021

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