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.
Related Conference:Nov 04 – 05, 2015
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