Embracing Simplicity in New Beginnings: Life-Role Transitions Promote Preferences for Visually Simple Aesthetics

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.