When Beauty Backfires: Negative Effects of Product and Payment Aesthetics
abstract: This dissertation uncovers the negative aspects of aesthetics by examining when and how enhanced product and payment aesthetics can backfire and lead to unfavorable consumer responses. The first essay examines the downstream effects of nondurable product aesthetics on usage behavior and co...
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| Format: | Doctoral Thesis |
| Language: | English |
| Published: |
2018
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| Online Access: | http://hdl.handle.net/2286/R.I.49039 |