Aesthetic Incongruity Resolution

Journal of Marketing Research, Vol. 48, No. 2

11 Pages Posted: 5 Jul 2012

See all articles by Vanessa Patrick

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Henrik Hagtvedt

Boston College - Department of Marketing

Date Written: 2011

Abstract

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.

Suggested Citation

Patrick, Vanessa and Hagtvedt, Henrik, Aesthetic Incongruity Resolution (2011). Journal of Marketing Research, Vol. 48, No. 2. Available at SSRN: https://ssrn.com/abstract=2086836

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

Henrik Hagtvedt

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

HOME PAGE: http://www.bc.edu/schools/csom/faculty/bios/hagtvedt.html

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