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Art and Aesthetics in Marketing

Henrik Hagtvedt, Boston College

Art and aesthetics have a strong and ubiquitous influence on consumers. Henrik Hagtvedt will discuss his decade-long research stream on topics such as the influence of art on consumer product evaluations, aesthetics as a driver of purchase behavior, and the influence of visual elements on product attribute perceptions, brand evaluations, and attitudes toward the firm. His discussion will include recent findings and ongoing investigations.

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