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.
|Publication status||Published - Oct 2021|
|Event||The 52nd Annual Conference of the Association for Consumer Research (ACR): What the World Needs Now - Virtual|
Duration: 8 Oct 2021 → 30 Oct 2021
|Conference||The 52nd Annual Conference of the Association for Consumer Research (ACR)|
|Period||8/10/21 → 30/10/21|