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 language | English |
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| 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 https://www.acrwebsite.org/web/conferences/north-american-conference |
Conference
| Conference | The 52nd Annual Conference of the Association for Consumer Research (ACR) |
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| Period | 8/10/21 → 30/10/21 |
| Internet address |