Avoiding minimalist design in gift giving

Dongjin HE, Linying, Sophie FAN, Yuwei JIANG

Research output: Other Conference ContributionsPresentationPresentation

Abstract

This research shows that consumers are less likely to choose a product with a minimalist design when it is to be sent as a gift to others (vs. purchased for self-usage). Furthermore, this avoiding-minimalism effect is moderated by the opportunity to personalize a product for intended users.
Original languageEnglish
Publication statusPublished - Oct 2021
EventThe 52nd Annual Conference of the Association for Consumer Research (ACR): What the World Needs Now - Virtual
Duration: 8 Oct 202130 Oct 2021
https://www.acrwebsite.org/web/conferences/north-american-conference

Conference

ConferenceThe 52nd Annual Conference of the Association for Consumer Research (ACR)
Period8/10/2130/10/21
Internet address

Fingerprint

Dive into the research topics of 'Avoiding minimalist design in gift giving'. Together they form a unique fingerprint.

Cite this