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The golden section
Author(s) -
Crowley Ayn E.
Publication year - 1991
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220080203
Subject(s) - psychology , stimulus (psychology) , section (typography) , social psychology , cognitive psychology , advertising , business
The golden section hypothesis, which predicts a specific proportion of positive and negative affective judgments, is described and tested in a marketing context. Results support the existence of the golden section in consumer judgments of a marketing stimulus and suggest that this affective response bias also exists within the independent factors that comprise the total judgment of a stimulus.
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