The Different Roles of Product Appearance in Consumer Choice Biographical Sketches

  title={The Different Roles of Product Appearance in Consumer Choice Biographical Sketches},
  author={Mari{\"e}lle E. H. Creusen and Jan Schoormans},
Product design has been recognized as an opportunity for differential advantage in the market place. The appearance of a product influences consumer product choice in several ways. To help product development managers in optimizing the appearance of products, the present study identified the different ways in which the appearance of a product plays a role in consumer product evaluation and, hence, choice. In addition, the implications for product design of each role are listed, and managerial… 

Figures and Tables from this paper

The role of product form in online purchases

The extended use of internet has digitalized many daily life practices in human life, including shopping, in the 21st century. While consumers used to experience the products mainly in store, now

The influence of product exposure on trendiness and aesthetic appraisal

Designers use product attributes (e.g., trendiness) to design aesthetically appealing products. The relationships of physical properties (e.g., shape) of product designs with product attributes and

In the Eye of the Beholder? The Effect of Product Appearance on Shareholder Value

In times of convergence with regard to product functionality and performance, the appearance of a product constitutes an important source of competitive advantage. Astonishingly, only a few studies

Smartphone Product Appearance: What Drive Consumers’ Purchase Decision?

Product appearance has been recognized as one of the sources of competitive advantages of a company. This study was carried out to understand the roles of the product appearance in consumers’ buying

Experimental Research Perceptions of Visual Product Appearances

The designer plays a main role in exploring an effective data collection technique in market research perceptions of visual product appearances. The understanding of how objects are perceived by

Role of Colour and Form in Product Choice and Variation of Preferences Across Product Categories: A Review

Among various physical attributes of a product colour and form capture maximum visual attention and thus play significant role in consumers’ product purchase decisions. Since consumers buy different

Consumer preference and apparel products: investigating the role of the Centrality of Visual Product Aesthetics concept

ABSTRACT Despite academic interest in the Centrality of Visual Product Aesthetics (CVPA) construct, studies are needed that further explore the importance that specific visual aesthetic properties of

The creation of a method to measure and compare product appearance

Product appearance plays a significant role in generating appeal for consumers and subsequent commercial success for mass-market products. Associated with the design and manufacture of many

The importance of product aspects in choice: the influence of demographic characteristics

Purpose – A focus on product aspects that are most important to target consumers helps communicating product advantage to consumers, both in product design and in marketing. In previous studies,

Innovation in Product Form and Function: Customer Perception of Their Value

The goal of product design is to obtain the maximum effect with minimum cost in functionality and aesthetic beauty. Consumers are attracted to the designs that reflect their use behaviors and



The impact of product aesthetics on the evaluation of industrial products

Product shape as a design innovation strategy

Abstract Product design has become an effective competitive tool in the hands of a number of companies. Marvin Berkowitz discusses the impact of design variations on a proven winner in the

Seeking the Ideal Form: Product Design and Consumer Response

The physical form or design of a product is an unquestioned determinant of its marketplace success. A good design attracts consumers to a product, communicates to them, and adds value to the product

Marketing Aesthetics: The Strategic Management of Brands, Identity and Image

There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal

The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs

Unity and prototypicality are important visual aspects of product design. These design principles were operationalized by modifying line drawings of existing products. The results of four experiments

The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective

Most empirical work on product symbolism has paid relatively little attention to how products are used by consumers in everyday social life. This paper argues that the subjective experience imparted

'Most advanced, yet acceptable': typicality and novelty as joint predictors of aesthetic preference in industrial design.

All three studies showed that people prefer novel designs as long as the novelty does not affect typicality, or, phrased differently, they prefer typicality given that this is not to the detriment of novelty.

Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality

Marketing universals are defined as consumer behaviors within a segment and toward a particular product category that are invariant across cultures. Using several definitions of culture and three