When looks matter: Aesthetic appeal's role in consumers' identity and impulse purchases

The purpose of this research is to understand why and when materialism is related to an impulse buying tendency. Symbolic self-completion theory is utilized to examine 1) consumer tendencies to be conscious of premium brands and incorporate them into their self-concept, 2) and how these tendencies are related to both materialism and impulse buying. The impact of the value consumers place on aesthetics is explored as a moderator between brand consciousness and the consumers' tendency to integrate brands in their self-identity. A survey conducted in the U.S. with 328 consumers provides the sample to test the relationships hypothesized using covariance-based structural equation modeling. Findings suggest that materialism's dimensions, both personal and social, are positively related to consumer preference for premium brands, which, in turn, is positively related to incorporating those brands into the self-concept and intention to purchase impulsively. Brand consciousness and brand engagement's relationship is strengthened when consumers place a high level of importance on the visual aesthetics of products. The relationships between constructs, supported by the findings in this study, provide insight into a potential consumer segment that may be likely to make impulsive purchases—that is, materialistic consumers who purchase premium brands and who are aesthetically inclined.