Are Aesthetic Experts Willing to Take More Design-Based Risks than Non-Experts?
This research reveals consumer differences concerning risk perceptions and preferences for products with different aesthetic qualities.
Keywords: Aesthetic Expertise, Perceived Risks, Design, Aesthetics, Product Design, Risk
How to Cite:
Braun, A. M. & Chattaraman, V., (2019) “Are Aesthetic Experts Willing to Take More Design-Based Risks than Non-Experts?”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.12405