Aesthetic Incongruity Resolution
Journal of Marketing Research, Vol. 48, No. 2
11 Pages Posted: 5 Jul 2012
Date Written: 2011
The critical incident study looks at the phenomenon of aesthetic incongruity resolution from the behavioral outcome perspective and investigates the product characteristics associated with the buy more versus return option. The data were coded by two independent coders, blind to the hypotheses, to shed additional light on the phenomenon of aesthetic incongruity resolution. These coders identified the different product categories that were mentioned, as well as the nature of these products (hedonic/functional), and they rated the products in terms of design salience based on the respondents’ descriptions. Full agreement was reached by the coders via discussion regarding the product categories and nature of the product. For design salience, the average rating between coders is reported. The data are presented by the critical incident condition (i.e., behavioral outcome of buy more versus return) and by gender.
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