Truong, NatalieFaria, Francisca Mastbaum Branco Viegas2022-10-182022-10-182022-01-192021-12-17http://hdl.handle.net/10362/144810Previous research has shown that consumers often prefer aesthetically pleasing over ugly products. However, a question arises whether this is always the case. This research examines whether consumers who are rebellious may perceive ugly products as cool and subsequently prefer these over beautiful ones. To test this prediction, an experiment was conducted ,and data was analyzed using Hayes Model 1, ANOVA and ANCOVA. The results showed that rebelliousness is not related to perception of coolness on ugly products, but originality is. Finally, possible future mechanisms are suggested, and managerial implications are discussed based on the findings.engProduct attitudePurchase intentionUgly product designPerceived coolnessRebelliousnessNeed for uniquenessOriginalitymaster thesis203063783