The Meaning of Minimalism: What Consumers See in Minimalist Aesthetics (And What They Don’T)
Visual aesthetics meaningfully influence consumer evaluations, yet virtually no quantitative consumer research has examined reactions to minimalist aesthetics in the marketplace. This Special Session first empirically derives consumers’ conceptualization of minimalism and then experimentally examines their positive and negative reactions to one fundamental dimension of minimalism: minimalist aesthetics.
Citation:
Linda Hagen, Anne Wilson, Silvia Bellezza, Lauren Min, Cary Anderson, Peggy Liu, Kate E. Min, and Claudia Townsend (2021) ,"The Meaning of Minimalism: What Consumers See in Minimalist Aesthetics (And What They Don’T)", 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: 583-586.
Authors
Linda Hagen, University of Southern California
Anne Wilson, The Wharton School of the University of Pennsylvania
Silvia Bellezza, Columbia Business School
Lauren Min, University of Kansas
Cary Anderson, University of Pittsburgh
Peggy Liu, University of Pittsburgh
Kate E. Min, Wheaton College
Claudia Townsend, University of Miami
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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