Resource title

Antecedents and consequences of creativity and beauty judgements in consumer products

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Resource description

The literature in consumer psychology has tended to lack a clear separationbetween theoretical models of creativity and beauty evaluations of products.The present study examined whether creativity and beauty affected willingnessto pay jointly or separately. In three experiments using paintings, wristwatches and designer lamps as stimuli, the present study shows how creativityand beauty both positively influence consumer willingness-to-pay for theproduct, but each explains different parts of the variance. Further, productcomplexity differentially affects consumer judgments of creativity and beauty.The results show that it is essential to develop separate models of creativity andbeauty evaluations in consumer psychology, in that they seem to be distinctfactors, explaining different parts of the variance in their consequences onwillingness to pay, and are affected differentially by antecedent factors, such ascomplexity.

Resource author

Bo T. Christensen, Tore Kristensen, Rolf Reber

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Resource publish date

Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/7940

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