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.


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.


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


NA - Advances in Consumer Research Volume 49 | 2021

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Featured papers

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N12. Untangling Different Envy Episodes and their Effects on Brand Attitude

Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV

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D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy

Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS

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Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor

Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA

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