Consumer Behavior

Are Aesthetic Experts Willing to Take More Design-Based Risks than Non-Experts?

Authors: Alina Maria Braun (Geely Design Global) , Veena Chattaraman (Auburn University)

Abstract

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