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Journal of Marketing Theory and Practice Volume 31, 2023 - Issue 4
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Research Article

Design aesthetics in predominantly-utilitarian versus predominantly-hedonic services: the “what is beautiful is good” and “Ulysses” effects

Walid Chaoualia Carthage Business School, University of Tunis Carthage, Tunis, TunisiaCorrespondence[email protected]
&
Nizar Souidenb Faculty of Business Administration, Laval University, Québec, Québec, CanadaORCID Iconhttps://orcid.org/0000-0002-6659-9322
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Pages 502-515 | Published online: 21 Jun 2022

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