{"title":"Design aesthetics in predominantly-utilitarian versus predominantly-hedonic services: the “what is beautiful is good” and “Ulysses” effects","authors":"W. Chaouali, Nizar Souiden","doi":"10.1080/10696679.2022.2085117","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study is the first that uses quadratic effects to explore when design aesthetics can generate the opposite effect. It complements the “what is beautiful is good” effect by introducing the “Ulysses” effect (newly introduced effect). Mobile banking and mobile gaming are selected as predominantly-utilitarian and predominantly-hedonic services, respectively. Using online questionnaires, data are collected in France. SmartPLS is used. The results show that, in a predominantly-utilitarian service, the relationship between design aesthetics and intention is an inverted U-shaped curve. However, in a predominantly-hedonic service context, the relationship between design aesthetics and intention is rather linear ascending.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"502 - 515"},"PeriodicalIF":4.4000,"publicationDate":"2022-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2022.2085117","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 2
Abstract
ABSTRACT This study is the first that uses quadratic effects to explore when design aesthetics can generate the opposite effect. It complements the “what is beautiful is good” effect by introducing the “Ulysses” effect (newly introduced effect). Mobile banking and mobile gaming are selected as predominantly-utilitarian and predominantly-hedonic services, respectively. Using online questionnaires, data are collected in France. SmartPLS is used. The results show that, in a predominantly-utilitarian service, the relationship between design aesthetics and intention is an inverted U-shaped curve. However, in a predominantly-hedonic service context, the relationship between design aesthetics and intention is rather linear ascending.
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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