Thirty years ago, Hirschman and Holbrook (1982) advocated greater attention to hedonic
consumption and the myriad ways in which consumers seek pleasure and enjoyment. A …

Color carries meaning and can influence consumers' thoughts, feelings, and behaviors.
Many disciplines, such as neuroscience, psychophysics, visual cognition, and biology have …

• Why do people behave and think the way they do?• What makes people choose certain
products and services?• How does consumption affect our everyday lives? Informed by …

Consumer research is characterized by two types of research contributions: qualitative
researchers propose original theory and quantitative researchers test existing theory. We …

Over the past decade, experiential marketing has been the focus of many hospitality and
tourism studies. Yet the existing literature does not provide experimental evidence of the …

As goods commoditize more quickly in terms of functionality, design is increasingly
becoming a critical point of differentiation. The present research examines the interaction of …

Sensory Marketing offers a global view of the use of senses in marketing strategy based on
consumers' perception and behaviour. Integrating the company constraints and classical …

This research demonstrates that interstitial space in textual brand logos—that is, spacious
(vs. compact) arrangement of letters—unfavorably influences brand attitude by reducing …

The relationships between art, aesthetics, and luxury are multifaceted. Whereas the field of
aesthetics largely evolved as theories of art appreciation (Gaut and Lopes 2007), it has long …

Our research explores connections between a fundamental element of visual design,
namely symmetry, and consumer inferences regarding brand personality. In contrast to prior …