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List of Appendices

Appendix 1: Classic Purchase Funnel (Evans, 2008)

Appendix 2: Pictures of the examples of the aesthetic presentations

Appendix 3: Candelae.Stories’ product aesthetic presentation examples on social media Appendix 4: Candelae.Stories’ product aesthetic Instagram Feed

Appendix 5: Pictures of the examples

Appendix 6: List of questions asked in the focus group & interviews with the managers

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Appendix 1 - Classic Purchase Funnel (Evans, 2008)

Awareness Consideration PURCHASE

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Appendix 2 – Pictures of the examples

Manufaktura’s product aesthetic presentation on social media

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Manufaktura’s product aesthetic presentation on social media

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Appendix 3 - Pictures of the examples

Candelae.Stories’ product aesthetic presentation examples on social media (were used for the FGDs)

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Candelae.Stories’ product aesthetic Instagram Feed

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Pictures selected by the author to get precise results (were used for the FGDs)

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Appendix 6 – List of questions asked in the focus group & interviews with the managers

Questions for focus group interviews

Part I: Warm-up questions

• Full name

• Age

• Field of study

• Country of origin

• Hobbies

Part II: Screening questions

• Do you know anything about the production of soy candles in Russia, do you know any other brands besides Candelae.Stories?

• Do you know the difference between factory-made paraffin candles and soy wax candles?

• Are you currently a customer of the Candelae.Stories brand? How long have you been a customer/follower of the brand?

additional question: Have you ever purchased any product from the brand? Please, describe precisely exactly what, when and why.

• When was the last time you bought a product item online (especially on the Instagram platform)? The way the product was presented in the feed you can describe as

“ordinary/usual/common” or “appealing/pretty to my sense of taste”?

• The topic of today's discussion is directly connected to aesthetics. What does aesthetics mean personally to you? How would you describe this term?

• “People who tend to buy a product under the influence of aesthetics often have an excellent sense of taste. Such persons are described as “people with more sophisticated preferences for the design of things” (Bloch 1995, p. 22). Hence, people with a developed aesthetic preference are more likely to buy beautiful things (Hoyer &

Stokburger-Sauer, 2012; Lynch et al., 2020).”

A. Do you agree with this statement?

B. Would you like to add something to this?

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• "The consumer is tired of constant advertisements containing a "good offer", so he is increasingly looking for something more outstanding (Folkmann, 2018; Rompay et al., 2012). One of the most powerful ways to differentiate a product is using aesthetics or its elements in product design or presentation. This type of visual effect is one of the most significant triggers affecting consumer perception as well as the emotional side (Folkmann, 2018; Rompay et al., 2012). “

A. Do you agree with this statement?

B. Would you like to add something to this?

Part III: Body questions

Questions related to the digital buying habits topic specifically

• Are you an active social media user? What is your most preferable social media platform? Can you please describe the reasons why you utilize it?

additional question: Do you trust social media advertising (in our case Instagram) more than traditional media?

• How often do you make purchases online?

• When looking for information about a product or the product itself on Instagram, do you rely more on the text description or provided photos of the product?

additional question: How important is the visual presentation of a product particularly in your buying behaviour?

• When you occasionally see an advertisement of a product item that you are initially interested in, does it matter the way it is presented in your feed? Do colours, lighting, shapes, or other aspects affect your perception?

additional question: Which product presentation would you immediately ignore? (possible causes: the picture is too dark; I see only the annoying commercial, nothing more; it does not fit my sense of taste; I do not understand the purpose/idea of what is presented)

• Do you find online shopping more convenient than actually going to the store?

additional question: In your case, what items would you not purchase online, and what products can you certainly order online?

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• Are you susceptible to an impulsive purchase because the image seemed really beautiful to you?

Questions related to the aesthetic presentation of a product topic specifically

The next questions will be connected to Candelae.Stories. To remind you of the brand’s presentation of the products (soy candles), the next pictures will be shown:

• How would you describe the brand's style? Is it cosy or has a certain atmosphere?

What emotions does it evoke? Please, describe in detail.

• What specific elements in the image grab your attention the most? Is it superimposed noise, cosy light, or something else? (possible options can be: brightness or

saturation)

• In your opinion, why does the brand use aesthetics in its images to present the soy candles?

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• Do you think that it was the aesthetics that drove (if you have already bought a product of the brand) or will motivate (if you have not bought a product of the brand) you to purchase the offered soy candles?

Additional question: if they were presented differently (without aesthetic elements), would you also want to buy this product?

• Do you believe aesthetics are a sign of brand trust and a mark of quality?

• What is your opinion that the aesthetic presentation of a product can only be applied to the goods like soy candles, and not, for example, to electronic equipment (vacuum cleaner, microwave oven, etc)?

Part IV: Prompt and Probing Questions

Here the researcher’s mission is to determine the difference between two methods of presenting a product from the same category. To get better results, examples of presentations

from different brands from the same industry will be taken as examples.

• Please take a look at the next two pictures. Which of them seems more attractive to you and why?

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• The fact that one of the pictures seems more aesthetically pleasing to you will influence your desire to purchase the proposed product? If so, how?

• As you can notice, the photos are almost identical in terms of colours, object placement and light. Take a closer look at the sample images and try to describe exactly why one image seems more attractive to you than another.

• Which of these two examples contains a more commercial message, and which less?

• How do you feel when looking at the first picture, and what when looking at the second?

Questions for the managers of Candelae.Stories

Part I: Warm-up questions

• Full name

• Age

• Field of study

• Country of origin

• Hobbies

Part II: Screening questions

• What can you tell me about the production of soy candles in Russia, do you know any other big brands besides Candelae.Stories?

• What is the difference between factory-made paraffin candles and soy wax candles?

• Please, tell me more about the Candelae.Stories in detail (its story, operation style, etc.)

• Do you think that your brand's products are popular in the Russian market? What might be the reasons for that?

• The topic of today's discussion is directly connected to aesthetics. What does aesthetics mean for Candelae.Stories’ point of view? Describe precisely the way aesthetics applied it in the current visual communication of Candelae.Stories

• “People who tend to buy a product under the influence of aesthetics often have an excellent sense of taste. Such persons are described as “people with more sophisticated preferences for the design of things” (Bloch 1995, p. 22). Hence, people with a developed aesthetic preference are more likely to buy beautiful things (Hoyer &

Stokburger-Sauer, 2012; Lynch et al., 2020).”

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C. Do you agree with this statement?

D. How does it refer to your brand?

• "The consumer is tired of constant advertisements containing a "good offer", so he is increasingly looking for something more outstanding (Folkmann, 2018; Rompay et al., 2012). One of the most powerful ways to differentiate a product is using aesthetics or its elements in product design or presentation. This type of visual effect is one of the most significant triggers affecting consumer perception as well as the emotional side (Folkmann, 2018; Rompay et al., 2012). “

C. Do you agree with this statement?

D. How does it refer to your brand?

Part III: Body questions

Questions related to the customer digital buying habits topic specifically

• Do you agree that modern customer trust social media advertising more than traditional media?

• How often people make purchases online through the Instagram account of the brand?

• Do you provide your followers more with textual information or visual? Why?

• How do you understand that social media user like the visual content of your brand?

• Do you find online shopping on Instagram more convenient for the modern user?

• Do you believe that the aesthetic product presentation the brand uses can make people do an impulsive purchase?

Questions related to the aesthetic presentation of a product topic specifically

• How would you describe the brand's style? Is it cosy or has a certain atmosphere?

What emotions does it evoke in the mind of the consumer? Please, describe in detail.

• What commercial message do the images deliver to the customer?

• What specific elements in the image grab the customer’s attention the most? Is it superimposed noise, cosy light, or something else?

• In your opinion, why does the brand use aesthetics in its images to present the soy candles?

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• Do you think that it was the aesthetics that drove (if a buyer has already bought a product of the brand) or will motivate (if a buyer has not bought a product of the brand) people to purchase the offered soy candles?

• Do you believe aesthetics are a sign of brand trust and a mark of quality?

• What is your opinion that the aesthetic presentation of a product can only be applied to the goods like soy candles, and not, for example, to electronic equipment (vacuum cleaner, microwave oven, etc)?