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Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength

Author

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  • Giese, Joan L.
  • Malkewitz, Keven
  • Orth, Ulrich R.
  • Henderson, Pamela W.

Abstract

Key design properties of marketing artifacts that influence consumer response include perceived attractiveness (the valenced evaluative response to the artifact) and perceived strength (the artifact’s ability to capture attention). The aesthetic middle principle contends that the designs most effective in generating purchase intentions are counterintuitively not the most attractive and strongest, but rather designs tempered to be moderately attractive and very strong or very attractive and moderately strong. Such designs are visual representations closer to the aesthetic middle, thereby prompting more favorable consumer responses. This research empirically tests the aesthetic middle principle in two consumer field studies, using both simple (typeface) and complex (wine package) designs. In a subsequent controlled experiment, the strongest aesthetic middle effects emerge for hedonic (rather than utilitarian) products and when less product-related information is available. The effects of the aesthetic middle occur regardless of available cognitive resources or individual differences in design acumen.

Suggested Citation

  • Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:6:p:1154-1161
    DOI: 10.1016/j.jbusres.2013.05.018
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    References listed on IDEAS

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    3. Teng, Lefa & Xie, Chenxin & Liu, Tianjiao & Wang, Fan & Foti, Lianne, 2021. "The effects of uppercase vs. lowercase letters on consumers’ perceptions and brand attitudes," Journal of Business Research, Elsevier, vol. 136(C), pages 164-175.
    4. Supavich Fone Pengnate & Rathindra Sarathy & Todd J. Arnold, 2021. "The Influence of the Centrality of Visual Website Aesthetics on Online User Responses: Measure Development and Empirical Investigation," Information Systems Frontiers, Springer, vol. 23(2), pages 435-452, April.
    5. El Amri, Dhouha & Akrout, Houcine, 2020. "Perceived design affordance of new products: Scale development and validation," Journal of Business Research, Elsevier, vol. 121(C), pages 127-141.
    6. Byun, Kyung-Ah (Kay) & Jones, Robert Paul & Wooldridge, Barbara Ross, 2018. "It is not always about brand: Design-driven consumers and their self-expression," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 296-303.
    7. Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    8. Xiaobing Xu & Rong Chen & Maggie Wenjing Liu, 2017. "The effects of uppercase and lowercase wordmarks on brand perceptions," Marketing Letters, Springer, vol. 28(3), pages 449-460, September.

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