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Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics

Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics How well can consumers predict future liking of different product designs? The present research identifies a systematic error in consumers’ preferences and predicted liking for product aesthetics. Consumers predict a faster decrease in liking for high- (vs. low-) arousal-potential product designs (i.e., intense colors or intense patterns) over repeat exposure because high-arousal-potential designs are expected to become increasingly irritating. These predictions are misguided, however, falsely leading consumers to avoid products with high-arousal-potential designs when making a decision for extended product use. Seven studies test this conceptualization in the laboratory and in the field. The first five studies examine predicted liking for product designs of varying arousal potential levels over repeat exposure and how these intuitions influence product design preferences for long- (versus short-) term use. The last two studies then investigate the accuracy of these intuitions by directly comparing predicted versus experienced liking for product designs of varying arousal potential levels over repeat exposure. The studies reveal a systematic error in prediction whereby consumers overestimate satiation from high-arousal-potential product designs. Managerial and theoretical applications are also discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics

Journal of Consumer Research , Volume 45 (2): 23 – Aug 1, 2018

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References (72)

Publisher
Oxford University Press
Copyright
© The Author(s) 2018. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1093/jcr/ucy002
Publisher site
See Article on Publisher Site

Abstract

How well can consumers predict future liking of different product designs? The present research identifies a systematic error in consumers’ preferences and predicted liking for product aesthetics. Consumers predict a faster decrease in liking for high- (vs. low-) arousal-potential product designs (i.e., intense colors or intense patterns) over repeat exposure because high-arousal-potential designs are expected to become increasingly irritating. These predictions are misguided, however, falsely leading consumers to avoid products with high-arousal-potential designs when making a decision for extended product use. Seven studies test this conceptualization in the laboratory and in the field. The first five studies examine predicted liking for product designs of varying arousal potential levels over repeat exposure and how these intuitions influence product design preferences for long- (versus short-) term use. The last two studies then investigate the accuracy of these intuitions by directly comparing predicted versus experienced liking for product designs of varying arousal potential levels over repeat exposure. The studies reveal a systematic error in prediction whereby consumers overestimate satiation from high-arousal-potential product designs. Managerial and theoretical applications are also discussed.

Journal

Journal of Consumer ResearchOxford University Press

Published: Aug 1, 2018

Keywords: affective forecasting; aesthetics; product design; visual satiation; color; pattern

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