Beyond looks: How designer cues win over customers through social value, self-expression, and design involvement

Abstract

ABSTRACT While it is common practice to highlight the designer’s name in marketing communications, there is a lack of research on how these cues influence consumer evaluations. This article examines how the presence of designer cue affects social value perceptions and purchase intentions across two product categories in three experimental studies. The findings suggest that designer cues enhance consumers’ perceived social value by evoking feelings of sophistication and privilege. The study further highlights the emotional process involved in creating social value through designer cues and the role of design newness as a regulator. The results indicate that the effect of designer cue on purchase intention depends on the self-expressive value of the product and the consumer’s level of involvement in the design process. Consumers are more likely to purchase products with designer cues if they perceive the product as a means of signaling their identity and value design in their daily lives.