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Essays on the Non-hedonistic Impact ...

Jin, Yoonho.

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Essays on the Non-hedonistic Impact of Aesthetics on Consumer Decision Making.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Essays on the Non-hedonistic Impact of Aesthetics on Consumer Decision Making./
作者:	Jin, Yoonho.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:	187 p.
附註:	Source: Dissertations Abstracts International, Volume: 82-02, Section: B.
Contained By:	Dissertations Abstracts International82-02B.
標題:	Experimental psychology. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28022261
ISBN:	9798662481800

Essays on the Non-hedonistic Impact of Aesthetics on Consumer Decision Making.
Jin, Yoonho.

Essays on the Non-hedonistic Impact of Aesthetics on Consumer Decision Making. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 187 p.

Source: Dissertations Abstracts International, Volume: 82-02, Section: B.

Thesis (Ph.D.)--INSEAD (France and Singapore), 2020.

This item must not be sold to any third party vendors.

Aesthetics, beauty, and design are undeniably a huge part of today's commercial world. Running the gamut from Apple's cutting-edge iPhone to logos of social media platforms such as Facebook, Instagram, and Twitter, aesthetics is virtually ubiquitous and impacts every facet of everyday transactions and marketing activities. Despite such importance, extant consumer research has not fully addressed how aesthetics influences consumer behavior, much less how it causally impacts consumer decision making in a non-hedonistic fashion. The three essays of this dissertation fill this important gap and investigate three different elements of aesthetics with a focus on their distinctive effects on consumer decision making: blurry backgrounds, social media logos, and glossy imagery. These essays demonstrate how each of the three aesthetic elements affect consumers' thought processes and decision outcomes in a cognitive, implicit and associative fashion, irrespective of their hedonistic values.The first essay studies how blurry backgrounds increase consumers' choices of products with higher-amount-but-uncertain payoffs. Across six experiments, American and Korean adults were asked whether they were willing to choose products that promised rosy payoffs but came with less-than-certain probabilities of attaining them, one half of which were against blurry backgrounds and the other half against sharp backgrounds. Compared to exposure to sharp backgrounds, exposure to blurry backgrounds lead people to choose products with higher-amount-but-uncertain payoffs, irrespective of the hedonistic value of the stimuli. This occurs because blurry backgrounds elevate construal levels through greater perceived distance, which in turn heightens focus on payoffs over probability.The second essay studies how social media logos facilitate consumers' choices of visually superior products. This essay finds that presence of social media logos, such as Facebook and Instagram, on printed or web-based marketing collaterals, momentarily boosts consumers desires of impression management, which in turn makes them prioritize visual qualities that are more transferable than other sensory (e.g., gustatory) pleasures and, thereby, more effective for impression management. Five studies, conducted among Korean and American participants, consistently find evidence for this main proposition and also show the effects are moderated by an individual's level of social media usage, private versus public consumption context, and private versus public mindset.The third essay studies how exposure to glossy versus matte imagery affects consumers' optimistic perceptions and product choices. Drawing on the grounded cognition literature that links glossy imagery with optimism or risk, this essay proposes that products shown with glossy imagery could be seen as more optimistic and hassle-free, or riskier and undesirable, depending on the context. Two experiments show that Airbnb rooms having glossy floor tiles are rated as significantly more optimistic than rooms having matte floor times, and thus are more likely to be chosen. However, the study shows that this effect is attenuated when consumers are given an contextual cue about the risk of slipperiness, and when consumers' are induced with the concept of optimism prior to exposure to the Airbnb room.

ISBN: 9798662481800Subjects--Topical Terms:

2144733
Experimental psychology.
Subjects--Index Terms:

Aesthetics

Essays on the Non-hedonistic Impact of Aesthetics on Consumer Decision Making.
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500 $a Source: Dissertations Abstracts International, Volume: 82-02, Section: B.
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520 $a Aesthetics, beauty, and design are undeniably a huge part of today's commercial world. Running the gamut from Apple's cutting-edge iPhone to logos of social media platforms such as Facebook, Instagram, and Twitter, aesthetics is virtually ubiquitous and impacts every facet of everyday transactions and marketing activities. Despite such importance, extant consumer research has not fully addressed how aesthetics influences consumer behavior, much less how it causally impacts consumer decision making in a non-hedonistic fashion. The three essays of this dissertation fill this important gap and investigate three different elements of aesthetics with a focus on their distinctive effects on consumer decision making: blurry backgrounds, social media logos, and glossy imagery. These essays demonstrate how each of the three aesthetic elements affect consumers' thought processes and decision outcomes in a cognitive, implicit and associative fashion, irrespective of their hedonistic values.The first essay studies how blurry backgrounds increase consumers' choices of products with higher-amount-but-uncertain payoffs. Across six experiments, American and Korean adults were asked whether they were willing to choose products that promised rosy payoffs but came with less-than-certain probabilities of attaining them, one half of which were against blurry backgrounds and the other half against sharp backgrounds. Compared to exposure to sharp backgrounds, exposure to blurry backgrounds lead people to choose products with higher-amount-but-uncertain payoffs, irrespective of the hedonistic value of the stimuli. This occurs because blurry backgrounds elevate construal levels through greater perceived distance, which in turn heightens focus on payoffs over probability.The second essay studies how social media logos facilitate consumers' choices of visually superior products. This essay finds that presence of social media logos, such as Facebook and Instagram, on printed or web-based marketing collaterals, momentarily boosts consumers desires of impression management, which in turn makes them prioritize visual qualities that are more transferable than other sensory (e.g., gustatory) pleasures and, thereby, more effective for impression management. Five studies, conducted among Korean and American participants, consistently find evidence for this main proposition and also show the effects are moderated by an individual's level of social media usage, private versus public consumption context, and private versus public mindset.The third essay studies how exposure to glossy versus matte imagery affects consumers' optimistic perceptions and product choices. Drawing on the grounded cognition literature that links glossy imagery with optimism or risk, this essay proposes that products shown with glossy imagery could be seen as more optimistic and hassle-free, or riskier and undesirable, depending on the context. Two experiments show that Airbnb rooms having glossy floor tiles are rated as significantly more optimistic than rooms having matte floor times, and thus are more likely to be chosen. However, the study shows that this effect is attenuated when consumers are given an contextual cue about the risk of slipperiness, and when consumers' are induced with the concept of optimism prior to exposure to the Airbnb room.
590 $a School code: 1209.
650 4 $a Experimental psychology. $3 2144733
650 4 $a Social psychology. $3 520219
653 $a Aesthetics
653 $a Blurriness
653 $a Consumer behavior
653 $a Glossiness
653 $a Logo
653 $a Social media
690 $a 0338
690 $a 0623
690 $a 0451
710 2 $a INSEAD (France and Singapore). $b Marketing. $3 3551780
773 0 $t Dissertations Abstracts International $g 82-02B.
790 $a 1209
791 $a Ph.D.
792 $a 2020
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28022261