Antecedents and consequences of creativity and beauty judgements in consumer products

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Antecedents and consequences of creativity and beauty judgements in consumer products

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dc.contributor.author Christensen, Bo T.
dc.contributor.author Kristensen, Tore
dc.contributor.author Reber, Rolf
dc.date.accessioned 2009-11-10
dc.date.accessioned 2009-11-10T10:49:51Z
dc.date.available 2009-11-10T10:49:51Z
dc.date.issued 2009-11-10T10:49:51Z
dc.identifier.uri http://hdl.handle.net/10398/7940
dc.description.abstract The literature in consumer psychology has tended to lack a clear separation between theoretical models of creativity and beauty evaluations of products. The present study examined whether creativity and beauty affected willingness to pay jointly or separately. In three experiments using paintings, wrist watches and designer lamps as stimuli, the present study shows how creativity and beauty both positively influence consumer willingness-to-pay for the product, but each explains different parts of the variance. Further, product complexity differentially affects consumer judgments of creativity and beauty. The results show that it is essential to develop separate models of creativity and beauty evaluations in consumer psychology, in that they seem to be distinct factors, explaining different parts of the variance in their consequences on willingness to pay, and are affected differentially by antecedent factors, such as complexity. en_US
dc.format.extent 26 s. en_US
dc.language eng en_US
dc.relation.ispartofseries Creative Encounters Working Paper;29
dc.title Antecedents and consequences of creativity and beauty judgements in consumer products en_US
dc.type wp en_US
dc.accessionstatus modt09nov10 en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Interkulturel Kommunikation og Ledelse en_US
dc.contributor.departmentshort IKL en_US
dc.contributor.departmentuk Department of Intercultural Communication and Management en_US
dc.contributor.departmentukshort IKL en_US
dc.idnumber x656597541 en_US
dc.publisher.year 2009 en_US


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