Key design properties of marketing artifacts that influence consumer response include perceived attractiveness (the valenced evaluative response to the artifact) and perceived strength (the artifact’s ability to capture attention). The aesthetic middle principle contends that the designs most...

This research examines how store-evoked affect, human personality, and brand personality influence consumers' emotional attachments to brands. A field study (in wine tasting rooms) demonstrates that satisfaction mediates the effects of store-evoked pleasure and arousal on brand attachments,...