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Gender differences in responses to contrast elements in product designs

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Minu Kumar

Contribution Title

Gender differences in responses to contrast elements in product designs

Conference

Society for Consumer Psychology

Year

2011

Description

This research investigates gender differences in aesthetic responses to contrast elements in product designs. To this end, we integrate the research on gender differences in information processing with the concept of processing fluency. Specifically, we argue that males will judge high-contrast designs as more pleasant than low-contrast designs because the former are associated with higher fluency of processing. No differences are predicted for females because they are expected to process both high- and low-contrast designs with relative ease. Empirical evidence from two experiments supports our theorizing, and contributes to our understanding of gender and aesthetics.

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