What Makes Things Beautiful? Using Empirical Aesthetics to Create Effective Marketing Stimuli

Stuppy, Anika; Landwehr, Jan R.; McGraw, A. Peter; To, Ngoc (Rita); Patrick, Vanessa M.; Borenstein, Benjamin; Townsend, Claudia; Morgan, Carter; Zhang, Lynn; Schwarz, Norbert

What Makes Things Beautiful? Using Empirical Aesthetics to Create Effective Marketing Stimuli

This special session provides novel insights regarding the role of aesthetics in consumer responses to web interfaces, brand logo design, video clips, and linguistic expressions. On a theoretical level, the four included papers are inspired by, and enrich, current theories on processing fluency, decision confidence, consumer engagement, and empirical aesthetics.

Citation:

Anika Stuppy, Jan R. Landwehr, A. Peter McGraw, Ngoc (Rita) To, Vanessa M. Patrick, Benjamin Borenstein, Claudia Townsend, Carter Morgan, Lynn Zhang, and Norbert Schwarz (2021) ,"What Makes Things Beautiful? Using Empirical Aesthetics to Create Effective Marketing Stimuli", 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: 676-681.

Authors

Anika Stuppy, Tilburg University
Jan R. Landwehr, Goethe University Frankfurt
A. Peter McGraw, University of Colorado Boulder
Ngoc (Rita) To, Tarleton State University
Vanessa M. Patrick, University of Houston
Benjamin Borenstein, University of Miami
Claudia Townsend, University of Miami
Carter Morgan, University of South Florida
Lynn Zhang, University of Southern California
Norbert Schwarz, University of Southern California

Volume

NA - Advances in Consumer Research Volume 49 | 2021

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