Journal article
The Effects of Products' Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency
Journal of marketing, Vol.81(1), pp.83-102
01/01/2017
DOI: 10.1509/jm.15.0315
Abstract
A product's physical appearance is difficult to quantify, and the impact of product appearance on demand has rarely been studied using market data. The authors adopt a recently developed morphing technique to measure a product's aesthetic design and investigate its effect on consumer preference. Drawing upon categorization theory, the authors consider the effects of three dimensions of aesthetic design-segment prototypicality (SP), brand consistency (BC), and cross-segment mimicry (CSM)-and their moderating effects on marketing mix effectiveness in a unified framework. The empirical analysis uses a unique, large data set consisting of 202 car models from 33 brands sold in the United States from 2003 to 2010. The authors find that consumer preference peaks at moderate levels of SP and BC and that economy-segment products benefit from CSM of luxury products. Moreover, SP intensifies price sensitivity, and BC muffles price sensitivity while increasing advertising effectiveness. Two what-if studies illustrate how managers can use the empirical model to evaluate alternative aesthetic design choices.
Details
- Title: Subtitle
- The Effects of Products' Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency
- Creators
- Yan Liu - Texas A&M UniversityKrista J. Li - Indiana UniversityHaipeng (Allan) Chen - Texas A&M UniversitySubramanian Balachander - University of California, Riverside
- Resource Type
- Journal article
- Publication Details
- Journal of marketing, Vol.81(1), pp.83-102
- Publisher
- Amer Marketing Assoc
- DOI
- 10.1509/jm.15.0315
- ISSN
- 0022-2429
- eISSN
- 1547-7185
- Number of pages
- 20
- Language
- English
- Date published
- 01/01/2017
- Academic Unit
- Marketing
- Record Identifier
- 9984618514802771
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