IDEAS home Printed from https://ideas.repec.org/a/rom/merase/v1y2026i1p77-87.html

Study on Relationship between Purchase Intention, Product Aesthetics, Chromatic Harmony, and Centrality of Visual Product Aesthetics

Author

Listed:
  • Andrei DUMITRESCU1

    (National University of Science and Technology Politehnica Bucharest)

Abstract

An experiment was designed to study the relationship between purchase intention, product aesthetics, chromatic harmony, and the centrality of visual product aesthetics. Six research questions were formulated. The chromatic harmonies analysed were the uniform, monochromatic, analogous, and complementary. The products used as images were a cabinet and a heater. A questionnaire was designed to allow statistical analysis in the context of the research questions. The experiment was run with 236 participants, and the results were tested for reliability. The following conclusions were drawn from the statistical analysis of the results. Uniform and monochromatic harmonies ensure the highest levels of purchase intention and product beauty. A very strong direct correlation exists between the perception of product beauty and purchase intention. Centrality of Visual Product Aesthetics (CVPA) does not have a direct influence on purchase intention nor on product aesthetics. The CVPA only plays a significant role as a moderator in the positive relationship between product beauty and purchase intention.

Suggested Citation

  • Andrei DUMITRESCU1, 2026. "Study on Relationship between Purchase Intention, Product Aesthetics, Chromatic Harmony, and Centrality of Visual Product Aesthetics," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 1(1), pages 77-87, February.
    • Handle: RePEc:rom:merase:v:1:y:2026:i:1:p:77-87
    as

    Download full text from publisher

    File URL: https://mer.ase.ro/files/2026-1/11-1-5.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;

    JEL classification:

    • L60 - Industrial Organization - - Industry Studies: Manufacturing - - - General
    • L68 - Industrial Organization - - Industry Studies: Manufacturing - - - Appliances; Furniture; Other Consumer Durables
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:merase:v:1:y:2026:i:1:p:77-87. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ciocoiu Nadia Carmen (email available below). General contact details of provider: https://edirc.repec.org/data/mnasero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.