Four studies demonstrate how consumers resolve the aesthetic incongruity that arises between a newly acquired product and the existing consumption environment. The novel insight on which this research is based is that the aesthetic incongruity involving products high in design salience is more likely than aesthetic incongruity involving products low in design salience to be resolved by accommodating the product within the consumption environment, often through additional purchases. Furthermore, the relative presence of frustration versus regret is shown to mediate the relationship between design salience and the decision to buy more.
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