Design and the Big Five: Linking Product Aesthetics to Product Personality

While there have been some important advances in understanding how consumers evaluate specific aspects of visual product aesthetics, there is a lack of a systematic understanding of the processes that link product design aesthetics to broader consumer perceptions. In this research, we show that consumers’ assessment of visual product aesthetics are linked to perceptions of product personality. Across several real products, selected for their aesthetics variations, this research conceptually and empirically links perceptions of seven aesthetic dimensions (Simplicity/Complexity, Harmony, Balance, Unity, Dynamics, Timeliness/Fashion, and Novelty) to perceptions of five product personality characteristics (Sincerity, Excitement Competence, Sophistication and Ruggedness).



Citation:

Frederic F. Brunel and Rishtee Kumar (2007) ,"Design and the Big Five: Linking Product Aesthetics to Product Personality", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 238-239.

Authors

Frederic F. Brunel, Boston University
Rishtee Kumar, Boston University



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Better Marketing for a Better World

Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA

Read More

Featured

Toward Optimal Symbolic Recovery: Why and When “Thank you” is Better than “Sorry” in Addressing Service Delays

Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA

Read More

Featured

The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications

Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.