Details
| Original language | English |
|---|---|
| Pages (from-to) | 15-27 |
| Number of pages | 13 |
| Journal | Journal of Product and Brand Management |
| Volume | 28 |
| Issue number | 1 |
| Publication status | Published - 25 Feb 2019 |
Abstract
Purpose: Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective aspects of decision-making, such as visual appeal, are attracting research attention. The purpose of this paper is to examine, first, the effect of product color as a non-functional design element on attitude toward the product and, second, the underlying causal relationships of this effect in the context of industrial products. Design/methodology/approach: The authors conducted an online quasi-experiment in the dental market with a sample of 300 dentists. The product stimulus was a picture of a treatment chair that varied in color. An analysis of variance tested the effect of product color on attitude. Structural equation modeling investigated the underlying effects of product evaluation. Findings: The results indicate that product color affects attitude toward the product. Further, the authors find an insightful causal chain of direct and indirect effects on attitude. The most effective path runs via visual appeal and aesthetics, while haptics and functionality are of minor importance. Originality/value: This paper is one of the first to provide empirical evidence for the effect of non-functional design elements such as product color on the evaluation of an industrial product. The results provide valuable insights into the effects on attitude in this context and stress the great importance of visual appeal and aesthetics in the product evaluation process.
Keywords
- Aesthetics, Attitude, Color, Functionality, Industrial products, Product design, Product management, Sensory perception, Symbolism, Visual appeal
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Management of Technology and Innovation
Sustainable Development Goals
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In: Journal of Product and Brand Management, Vol. 28, No. 1, 25.02.2019, p. 15-27.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - It’s not all about function
T2 - investigating the effects of visual appeal on the evaluation of industrial products using the example of product color
AU - Wiedmann, Klaus-Peter
AU - Haase, Janina
AU - Bettels, Jannick
AU - Reuschenbach, Christian
PY - 2019/2/25
Y1 - 2019/2/25
N2 - Purpose: Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective aspects of decision-making, such as visual appeal, are attracting research attention. The purpose of this paper is to examine, first, the effect of product color as a non-functional design element on attitude toward the product and, second, the underlying causal relationships of this effect in the context of industrial products. Design/methodology/approach: The authors conducted an online quasi-experiment in the dental market with a sample of 300 dentists. The product stimulus was a picture of a treatment chair that varied in color. An analysis of variance tested the effect of product color on attitude. Structural equation modeling investigated the underlying effects of product evaluation. Findings: The results indicate that product color affects attitude toward the product. Further, the authors find an insightful causal chain of direct and indirect effects on attitude. The most effective path runs via visual appeal and aesthetics, while haptics and functionality are of minor importance. Originality/value: This paper is one of the first to provide empirical evidence for the effect of non-functional design elements such as product color on the evaluation of an industrial product. The results provide valuable insights into the effects on attitude in this context and stress the great importance of visual appeal and aesthetics in the product evaluation process.
AB - Purpose: Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective aspects of decision-making, such as visual appeal, are attracting research attention. The purpose of this paper is to examine, first, the effect of product color as a non-functional design element on attitude toward the product and, second, the underlying causal relationships of this effect in the context of industrial products. Design/methodology/approach: The authors conducted an online quasi-experiment in the dental market with a sample of 300 dentists. The product stimulus was a picture of a treatment chair that varied in color. An analysis of variance tested the effect of product color on attitude. Structural equation modeling investigated the underlying effects of product evaluation. Findings: The results indicate that product color affects attitude toward the product. Further, the authors find an insightful causal chain of direct and indirect effects on attitude. The most effective path runs via visual appeal and aesthetics, while haptics and functionality are of minor importance. Originality/value: This paper is one of the first to provide empirical evidence for the effect of non-functional design elements such as product color on the evaluation of an industrial product. The results provide valuable insights into the effects on attitude in this context and stress the great importance of visual appeal and aesthetics in the product evaluation process.
KW - Aesthetics
KW - Attitude
KW - Color
KW - Functionality
KW - Industrial products
KW - Product design
KW - Product management
KW - Sensory perception
KW - Symbolism
KW - Visual appeal
UR - http://www.scopus.com/inward/record.url?scp=85062017576&partnerID=8YFLogxK
U2 - 10.1108/JPBM-07-2017-1524
DO - 10.1108/JPBM-07-2017-1524
M3 - Article
AN - SCOPUS:85062017576
VL - 28
SP - 15
EP - 27
JO - Journal of Product and Brand Management
JF - Journal of Product and Brand Management
SN - 1061-0421
IS - 1
ER -