ABSTRACT Consumers encounter a variety of role transitions in their lives. This research documents an intriguing phenomenon: the experience of a life‐role transition (LRT) increases one's preference for products with simple over complex aesthetics. Five studies, including a secondary data study leveraging Large Language Models (LLMs) (Study 1), an incentive‐compatible study (Study 2), and three scenario‐based experiments (Studies 3–5), provided supportive evidence. In particular, using secondary data on Walmart products, Study 1 revealed a correlational relationship between LRTs and consumer ratings of visually simple products. Through an incentive‐compatible paradigm, Study 2 found that consumers who experience LRT are more likely to choose a simple design. Moreover, Studies 3 and 4 tested the mediating role of the fresh start mindset in the relationship between LRT and preference for simple aesthetics. Finally, Study 5 identified a growth mindset as a moderator of the relationship between LRT and the preference for visually simple aesthetics. That is, the positive LRT effect on simplicity preference is observed only among consumers with a growth (vs. fixed) mindset. This research contributes to the knowledge on role transition and product design, offering managerial implications for product designers, brand managers, and marketers.
Chen et al. (Tue,) studied this question.