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… Expand

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