Abstract
PurposeThis paper aims to high vs. low aesthetic designed products, investigating how perceived quality acts as a mediator between aesthetic design and product attitude. The authors test how different individuals, such as minimalists vs. maximalists, hedonists vs. utilitarians and self-esteem levels, modify this relationship.Design/methodology/approachSeven hypotheses and a research framework model were developed. Three studies were conducted using the PROCESS Macro V4.3 for analysis, with the results subsequently discussed. A finalized research framework is presented.FindingsThe authors observed that aesthetically pleasing designs positively influence consumer attitudes towards products. Hedonism versus utilitarianism and self-esteem are essential components within the indirect pathway, connecting aesthetic design to perceived quality and subsequently to product attitude, while minimalism directly affects the relationship between aesthetic design and product attitude.Practical implicationsMarketers must comprehend diverse consumer preferences and traits for business success. Perceived quality, distinct from actual quality, strongly shapes pre-purchase product attitudes. Therefore, aligning design with perceived quality is crucial.Originality/valueThis study provides valuable insights into how individual factors influence the choice of products with different aesthetic designs.
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