Interesting research this week.
Helping a consumer to envisage a fantasy can actually reduce brand evaluation and intention. Setting realistic expectations increases evaluation and intention because the consumer focuses more on taking action.
https://doi.org/10.1002/mar.22208
Compared to female consumers, male consumers seem to prefer products with contrasting colours, compared to female consumers. This appears to be because men prefer visual dominance, whereas women prefer visual harmony.
https://doi.org/10.1002/mar.22207
Photo by Adam Nowakowski on Unsplash
