3 research outputs found
Effects of Messiness on Preferences for Simplicity
This research examines the effect of experiencing messiness, induced by a messy
environment or by priming the concept of messiness, on consumers. We propose that
messiness is an aversive state and consumers are motivated to attenuate this state by
seeking simplicity in their cognitions, preferences, and choices. Six experiments support
our theorizing. Experiments 1a-1c (conducted in the laboratory) and experiment 2
(conducted in the field) demonstrate that when messiness is salient, consumers form
simpler product categorizations, are willing to pay more for a t-shirt with a simple picture,
and seek less variety in their choices. Experiment 3 brings additional evidence for the
underlying role of the need for simplicity by showing that when the need for simplicity is
satiated, the effects of messiness disappear. A final experiment shows a boundary
condition of the messiness effect: political conservatives are more susceptible to
messiness primes compared to liberals