Anderson, Cary
(2023)
New Insights on Minimalist versus Maximalist Visual Design and Consumer Behavior.
Doctoral Dissertation, University of Pittsburgh.
(Unpublished)
Abstract
Consumer decisions are frequently influenced by product aesthetics. This dissertation examines the influence of a design dimension highly relevant in the modern marketplace and of recent academic interest—minimalist (vs. maximalist) visual aesthetics. Minimalism is characterized by simple designs, clean lines, and monochromatic color schemes, while maximalism is characterized by bold mixtures of designs, colors, and ornamentation. Although products with aesthetics at each end of the minimalism—maximalism continuum are abundant in the marketplace, little is understood about when and why consumers choose products with these differing aesthetic characteristics.
This dissertation proposes two novel antecedents of minimalist (vs. maximalist) aesthetic consumption—(1) selection for shared (vs. solo) product use, and (2) selection for use during ordinary (vs. extraordinary) experiences. Essay 1 demonstrates that consumers prefer products with minimalist (vs. maximalist) aesthetics when making choices for shared (vs. solo) consumption. Essay 2 then examines the role of anticipated consumption events in driving product choice, demonstrating that consumers prefer maximalist (vs. minimalist) product aesthetics for consumption associated with extraordinary (vs. ordinary) events. Together, these two essays provide important theoretical and practical insights into novel drivers of consumer aesthetic preferences, including the desire to accommodate co-consumers’ aesthetic preferences, and the influential role of extraordinary (vs. ordinary) anticipated consumption occasions.
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Details
| Item Type: |
University of Pittsburgh ETD
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| Status: |
Unpublished |
| Creators/Authors: |
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| ETD Committee: |
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| Date: |
30 August 2023 |
| Date Type: |
Publication |
| Defense Date: |
26 July 2023 |
| Approval Date: |
30 August 2023 |
| Submission Date: |
15 August 2023 |
| Access Restriction: |
2 year -- Restrict access to University of Pittsburgh for a period of 2 years. |
| Number of Pages: |
167 |
| Institution: |
University of Pittsburgh |
| Schools and Programs: |
College of Business Administration > Marketing |
| Degree: |
PhD - Doctor of Philosophy |
| Thesis Type: |
Doctoral Dissertation |
| Refereed: |
Yes |
| Uncontrolled Keywords: |
Aesthetics, Visual Design, Consumer Behavior, Shared Consumption, Experiential Consumption, Experimental Design |
| Date Deposited: |
30 Aug 2023 16:35 |
| Last Modified: |
30 Aug 2023 16:35 |
| URI: |
http://d-scholarship.pitt.edu/id/eprint/45299 |
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