Abstract
We observe the influence of aesthetic design on consumer behavior involving financial products-an area where financial decision-makers say they do not take aesthetics into account. In a series of three studies we find that the look of a document in hypothetical investment decisions impacts stock valuation and behavior in some but not all situations. Specifically, our results show that calling attention to the influence of design on behavior moderates the effect, including the paradoxical finding that the effect of design is attenuated when investments involve entities for which aesthetics is of intrinsic value.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 452-458 |
| Number of pages | 7 |
| Journal | Journal of Consumer Psychology |
| Volume | 20 |
| Issue number | 4 |
| DOIs | |
| State | Published - Oct 2010 |
Fingerprint
Keywords
- Aesthetics
- Financial decisions
- Perceived ownership
ASJC Scopus subject areas
- Applied Psychology
- Marketing
Cite this
When and how aesthetics influences financial decisions. / Townsend, Claudia; Shu, S. B.
In: Journal of Consumer Psychology, Vol. 20, No. 4, 10.2010, p. 452-458.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - When and how aesthetics influences financial decisions
AU - Townsend, Claudia
AU - Shu, S. B.
PY - 2010/10
Y1 - 2010/10
N2 - We observe the influence of aesthetic design on consumer behavior involving financial products-an area where financial decision-makers say they do not take aesthetics into account. In a series of three studies we find that the look of a document in hypothetical investment decisions impacts stock valuation and behavior in some but not all situations. Specifically, our results show that calling attention to the influence of design on behavior moderates the effect, including the paradoxical finding that the effect of design is attenuated when investments involve entities for which aesthetics is of intrinsic value.
AB - We observe the influence of aesthetic design on consumer behavior involving financial products-an area where financial decision-makers say they do not take aesthetics into account. In a series of three studies we find that the look of a document in hypothetical investment decisions impacts stock valuation and behavior in some but not all situations. Specifically, our results show that calling attention to the influence of design on behavior moderates the effect, including the paradoxical finding that the effect of design is attenuated when investments involve entities for which aesthetics is of intrinsic value.
KW - Aesthetics
KW - Financial decisions
KW - Perceived ownership
UR - http://www.scopus.com/inward/record.url?scp=77956620235&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77956620235&partnerID=8YFLogxK
U2 - 10.1016/j.jcps.2010.06.013
DO - 10.1016/j.jcps.2010.06.013
M3 - Article
VL - 20
SP - 452
EP - 458
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
SN - 1057-7408
IS - 4
ER -