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Consumer responses to functional, aesthetic and symbolic product design in online reviews

Author

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  • Candi, Marina
  • Jae, Haeran
  • Makarem, Suzanne
  • Mohan, Mayoor

Abstract

This research addresses calls to consider consumer responses to product design along three dimensions: functional, aesthetic, and symbolic design. Based on an analysis of online consumer reviews, this research sheds light on the role of all three design dimensions and reveals how each uniquely contributes to consumers' behavioral responses directly and indirectly though emotional arousal—a key mediator. Furthermore, an important distinction—rooted in consumer information processing models—is made between low-involvement and high-involvement products. The results indicate that the effectiveness of each of the three design dimensions differs depending on the level of product involvement. Taken together, the research findings highlight the importance of taking all three design dimensions into account, including the symbolic design dimension, which has received relatively little attention to date.

Suggested Citation

  • Candi, Marina & Jae, Haeran & Makarem, Suzanne & Mohan, Mayoor, 2017. "Consumer responses to functional, aesthetic and symbolic product design in online reviews," Journal of Business Research, Elsevier, vol. 81(C), pages 31-39.
    • Handle: RePEc:eee:jbrese:v:81:y:2017:i:c:p:31-39
    DOI: 10.1016/j.jbusres.2017.08.006
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    3. Michel, Géraldine & Stathopoulou, Anastasia & Valette-Florence, Pierre, 2022. "Luxury is still alive and well: A spotlight on its multifaceted components," Journal of Business Research, Elsevier, vol. 153(C), pages 276-284.
    4. Xiaoxiao Zhou & Ryoga Miyauchi & Yuki Inoue, 2023. "Sustainable Fashion Product Innovation: Continuous Value of Apparel Products on Second-Hand Product Trading Platforms," Sustainability, MDPI, vol. 15(10), pages 1-17, May.
    5. Kashif Farhat & Sany Sanuri Mohd Mokhtar & Salniza Md. Salleh, 2020. "Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 147-168.
    6. Gilal Faheem Gul & Gilal Naeem Gul & Gilal Rukhsana Gul & Gong Zhenxing & Gilal Waseem Gul & Tunio Muhammad Nawaz, 2021. "The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 14-38, March.
    7. Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2022. "“All you need is love”. From product design value perception to luxury brand love: An integrated framework," Post-Print hal-03562015, HAL.
    8. Bettels, Jannick & Wiedmann, Klaus-Peter, 2019. "Brand logo symmetry and product design: The spillover effects on consumer inferences," Journal of Business Research, Elsevier, vol. 97(C), pages 1-9.
    9. El Amri, Dhouha & Akrout, Houcine, 2020. "Perceived design affordance of new products: Scale development and validation," Journal of Business Research, Elsevier, vol. 121(C), pages 127-141.
    10. Marina Candi & Monia Melia & Maria Colurcio, 2019. "Two Birds with One Stone: The Quest for Addressing Both Business Goals and Social Needs with Innovation," Journal of Business Ethics, Springer, vol. 160(4), pages 1019-1033, December.
    11. Hammad Bin Azam Hashmi & Chengli Shu & Syed Waqar Haider & Adeel Khalid & Yasin Munir, 2021. "Bridging the Gap Between Product Design and Customer Engagement: Role of Self-Determined Needs Satisfaction," SAGE Open, , vol. 11(4), pages 21582440211, November.
    12. Corradini, Carlo & D'Ippolito, Beatrice, 2022. "Persistence and learning effects in design innovation: Evidence from panel data," Research Policy, Elsevier, vol. 51(2).
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    14. Hemonnet-Goujot, Aurélie & Valette-Florence, Pierre, 2022. "“All you need is love” from product design value perception to luxury brand love: An integrated framework," Journal of Business Research, Elsevier, vol. 139(C), pages 1463-1475.

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