Avoiding minimalist design in gift giving

Dongjin HE; Linying, Sophie FAN; Yuwei JIANG

Avoiding minimalist design in gift giving

Dongjin HE
, Linying, Sophie FAN
, Yuwei JIANG

Lingnan University

Research output: Other Conference Contributions › Presentation

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
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)
Period	8/10/21 → 30/10/21
Internet address	https://www.acrwebsite.org/web/conferences/north-american-conference

Cite this

@conference{cba106383a84499e882cfb538eb79e91,

title = "Avoiding minimalist design in gift giving",

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.",

author = "Dongjin HE and FAN, \{Linying, Sophie\} and Yuwei JIANG",

year = "2021",

month = oct,

language = "English",

note = "The 52nd Annual Conference of the Association for Consumer Research (ACR) : What the World Needs Now ; Conference date: 08-10-2021 Through 30-10-2021",

url = "https://www.acrwebsite.org/web/conferences/north-american-conference",

}

TY - CONF

T1 - Avoiding minimalist design in gift giving

AU - HE, Dongjin

AU - FAN, Linying, Sophie

AU - JIANG, Yuwei

PY - 2021/10

Y1 - 2021/10

N2 - 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.

AB - 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.

UR - https://www.acrwebsite.org/assets/PDFs/Proceedings/2021vol49.pdf

M3 - Presentation

T2 - The 52nd Annual Conference of the Association for Consumer Research (ACR)

Y2 - 8 October 2021 through 30 October 2021

ER -

Avoiding minimalist design in gift giving

Abstract

Conference

Other files and links

Fingerprint

Cite this