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).


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.


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


NA - Advances in Consumer Research Volume 34 | 2007

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