Journal of Marketing · 2015 · 444 citations · 78 references
Customer SatisfactionConsumer ResearchProduct ManagementProduct ExperienceProduct DevelopmentManagementConsumer BehaviorDesign DimensionsNew Product DevelopmentHealth SciencesDesignBrand AwarenessConsumer AppealMarketingConsumer-driven Product DevelopmentIndustrial DesignInteractive MarketingBusinessDesign ThinkingBrand AttitudeNew Product DesignBrand EquityConsumer Attitude
Product design is a key source of competitive advantage and a major driver of company performance. The study examines how the dimensions of product design affect purchase intention, word of mouth, and willingness to pay. Drawing on literature, interviews, and data from 6,418 U.S. and 1,666 European consumers, the authors define design dimensions and validate a new scale measuring aesthetics, functionality, and symbolism.
Product design is a source of competitive advantage for companies and is an important driver of company performance. Drawing on an extensive literature review and consumer interviews, the authors define product design and its dimensions. Using data from three samples (6,418 U.S. consumers and 1,083 and 583 European consumers), the authors develop and validate a new scale to measure product design along the dimensions of aesthetics, functionality, and symbolism. In addition, they investigate the impact of these design dimensions on purchase intention, word of mouth, and willingness to pay. The results indicate that the design dimensions positively influence willingness to pay and also have a positive effect on purchase intention and word of mouth, both directly and indirectly through brand attitude.
78
Reuben M. Baron, David A. Kenny · Journal of Personality and Social Psychology · 1986 · 69.4K citations
Statistical Considerations, Social Psychology, Interpersonal Relationships +8