Centrality Of Visual Product Aesthetics Research Articles

Happiness or not? Impacts of multi-stage consumption on the consumer affective response in the use of aesthetic foods

PurposeThis study examines the influence of Centrality of Visual Product Aesthetics (CVPA) on multi-stage food consumption and emotions under aesthetic disruption, assessing how CVPA affects consumption and whether food aesthetics moderate these behaviours and emotional responses.Design/methodology/approachData were collected using qualitative interviews and quantitative experimental designs, employing a moderated mediation model for statistical analysis.FindingsConsumers with higher CVPA are more likely to adopt multi-stage consumption for higher aesthetic food, generating greater positive emotions, both in personal experiences and when viewing food bloggers' posts.Originality/valueThis study introduces the novel concept of “multi-stage consumption” and investigates its origins and outcomes.

Extending the Construct of Centrality of Visual Product Aesthetics

The concept of Centrality of Visual Product Aesthetics (CVPA) and the associated construct were introduced to measure the level of significance that product design has for certain consumers. The aim was that, after identifying consumers with high CVPA, designers and manufacturers can successfully address to them products with a remarkable design. The initial construct proposed by other researchers was composed by three factors (Value, Acumen and Response). The author of this paper aimed to amplify the construct and tested a new construct containing four additional new factors: Brand Loyalty, Product Involvement, Personality Congruence and Price indifference. After applying Exploratory Factor Analysis, it was found that practically the Value and Brand Loyalty items were part of the same factor. The same situation was encountered for Response and Personality Congruence. After removing the less significant items, a new construct resulted, validated by Confirmatory Factor Analysis. The new construct has been used successfully to test the hypothesis that people with high CVPA attach special importance to products with a high aesthetic content (in the case of loudspeakers).

Consumer preference and apparel products: investigating the role of the Centrality of Visual Product Aesthetics concept

ABSTRACT Despite academic interest in the Centrality of Visual Product Aesthetics (CVPA) construct, studies are needed that further explore the importance that specific visual aesthetic properties of apparel holds for consumers. Based on the two-factor theory called the Most Advanced, Yet Acceptable principle (MAYA principle), this study empirically examines the influence of the CVPA on aesthetic preference relative to apparel products. As most studies exploring the MAYA principle have relied on a repeated-measures design, an experimental between-subjects design was employed. By using stimuli of apparel products with various levels of typicality and novelty, the influence of individual differences measured by the CVPA in aesthetic response was investigated. Results suggest that while the MAYA principle holds for the evaluation of the tested products, the CVPA does not moderate their evaluation. Findings also identify product attributes that further clarify the properties of typicality and novelty in the tested products.

Determinants of Consumer’s Intention to Purchase Traditional Indian Apparels

Traditional Indian apparels consumer market is still a niche market. The main aim of this article is to observe the influence of perceived quality, price sensitivity, perceived value, status consumption, consumer traits relating to product design (centrality of visual product aesthetics (CVPA), product knowledge (independent variables) on purchase intention of traditional Indian apparels. A structured questionnaire was circulated among respondents in Delhi NCR to collect data. Convenience sampling was employed for data collection. The psychometric properties of purchase intention for Traditional Indian apparels were examined by testing the reliability and validity of the measures. Multiple Regression tool was used to find out the relationship between independent variables on dependent variable (purchase intention). The regression results revealed that perceived quality, CVPA were found to have significant and positive effect on consumer’s intention to purchase Indian traditional apparels.

The Effect of Minimalist Design on Consumer Attitude: The Moderating Role of Product Type as well as Centrality of Visual Product Aesthetics

The Effect of Minimalist Design on Consumer Attitude: The Moderating Role of Product Type as well as Centrality of Visual Product Aesthetics

Effects of visual simplicity in product design and individual differences in preference of interactive products

Simplicity is often advocated as a key design factor in interactive products. It has been suggested that the simplicity (or complexity) of a product’s design influences consumers’ decision-making processes, potentially increasing or decreasing product value. However, the paradox of simplicity (Eytam et al. in Int J Hum–Comput Stud 105: 43–55, 2017) suggests that some moderating factors affect the relation between design simplicity and consumer preferences. The objective of this study was to test whether this paradox of simplicity in interactive products could be explained by considering the moderating role of individual differences in perceptions of the visual simplicity of a product’s user interface. We conducted an experiment to test this proposition, grouping users according to the following individual differences: personal innovativeness in the domain of information technology, internal computer self-efficacy, social comparison orientation, maximization, and centrality of visual product aesthetics. Our findings indicate that personal characteristics influence the perception of a design’s level of visual simplicity. This, in turn, influences instrumental (i.e., ease-of-use and functionality) and aesthetic product attribute judgments, and consumer preference. The results shed light on how product design is used to assess the quality of interactive products.

Gender Differences in the Associations Between Gray Matter Volume and the Centrality of Visual Product Aesthetics

Visual aesthetics influence consumers’ perception, acquisition, and usage of products, but the level of significance that a commercial product’s visual aesthetics hold for each consumer varies from one person to another. Such individual difference is referred to as the centrality of visual product aesthetics (CVPA). Previous research has revealed that female adults scored higher than male adults in the self-reported CVPA scale. In order to identify the neuroanatomical correlates of this gender difference, we conducted a voxel-based morphometry (VBM) study to examine the association between the CVPA and gray matter volume (GMV) in a large sample of healthy adults from mainland China. The results revealed positive correlations between the female participants’ CVPA scores and the GMV in two brain areas liked to reward processing, namely the left medial orbitofrontal cortex (mOFC) and the left dorsal striatum. By contrast, the results revealed a negative correlation between the male participants’ CVPA scores and their GMV in the left mOFC. Collectively, these findings suggest that the level of significance that a commercial product’s visual aesthetics hold for consumers may be associated with the rewards that they are able to receive from them. These findings also provide empirical evidence about the neuroanatomical correlates of self-reported values.

The Effects of Product Visibility, Price, and Individual Differences in the Centrality of Visual Product Aesthetics on Consumers’ Purchase Intentions and Postpurchase Evaluations Under Aesthetic Versus Functional Trade-Off Contexts

The Effects of Product Visibility, Price, and Individual Differences in the Centrality of Visual Product Aesthetics on Consumers’ Purchase Intentions and Postpurchase Evaluations Under Aesthetic Versus Functional Trade-Off Contexts

Too new or too complex? Why consumers’ aesthetic sensitivity matters in apparel design evaluation

PurposeThe purpose of this paper is to examine the individual and joint effects of collative design factors, complexity and novelty, on aesthetic response to apparel products; and whether the influence of these factors is moderated by consumers’ centrality of visual product aesthetics (CVPA).Design/methodology/approachA mixed factorial experimental design, using women’s tops with design complexity and novelty (high vs low) manipulated orthogonally, was conducted among 260 female participants to test the model and its corresponding hypotheses.FindingsConsumers’ aesthetic response was more positive for high than low complexity and novelty apparel designs. Further, when viewed in combination, high complexity + low novelty and low complexity + high novelty apparel designs were favored over high complexity + high novelty and low complexity + low novelty apparel designs, respectively. High CVPA consumers were more distinguishing than low CVPA consumers with respect to novelty in apparel designs.Practical implicationsThis study suggests that firms need to be aware that complexity and novelty are crucial for consumers when judging apparel designs.Originality/valueThis study fills an important knowledge gap in the aesthetics literature by drawing on the processing fluency theory and Wundt curve and considering the joint effect of novelty and complexity, both critical determinants of a product’s marketplace success.

Luxury implications of showcasing a product with its “cast” shadow

Purpose This paper aims to investigate the role of showcasing a product with its cast shadow (formed in the ad’s background by the advertised product) on consumer product perceptions. Design/methodology/approach Three experimentally designed studies, incorporating two product categories, demonstrate the impact of visual presentation of a product with its shadow on consumer evaluations. A total of 203 participants (MTurkers, and student respondents at a southern university) provided data for these studies through questionnaires (online as well as paper-pencil formats). Findings Findings reveal that the presence of a product’s cast shadow in the ad frame increases its visual acuity, which in turn enhances its luxury perceptions. Downstream, a product shadow’s presence positively impacts its overall evaluations, through enhanced product luxury perceptions. Also, consumers with high Centrality of Visual Product Aesthetics (CVPA) demonstrate a stronger liking for such product presentations. Research limitations/implications The current findings not only demonstrate the positive impact of product shadows on consumer perceptions, but also enrich the luxury and aesthetics literature streams. Practical implications Advertisers often subjectively use product shadows as stylistic tools in marketing communications. This research offers some practical guidelines to use shadows in fostering product luxury perceptions and better target aesthetically-sensitive consumers. Originality/value Advertising research suggests that visual styling and presentation of products significantly impacts consumer perceptions. However, the role of product shadows has not yet been empirically examined. This paper makes an attempt to test whether and how product shadows impact consumer perceptions.

The Effect of Stylistic Product Information on Consumers’ Aesthetic Responses

This paper investigates the effect of stylistic information about a product, defined as verbal product information aimed at helping consumers to interpret a product's visual design, on consumers’ aesthetic responses. The results of three experimental studies show that for consumers with higher centrality of visual product aesthetics (CVPA), stylistic information positively influences aesthetic responses through perceived meaningfulness of product design (i.e., the extent to which an individual is able to make sense of a product's visual appearance and understands what it represents). Further, these effects translate into consumers’ purchase intentions. For consumers with lower CVPA, stylistic information neither affects aesthetic responses nor perceived meaningfulness of product design. These findings contribute to existing research on consumers’ aesthetic processing by highlighting the importance for consumers to grasp a product's design meaning in order to maximally appreciate its visual appeal.

Effects of need for touch, centrality of visual product aesthetics and gender on channel preference for apparel shopping

The purpose of this study was to examine how apparel consumers' preference for physical or virtual shopping channels is related to gender and consumers' dispositional traits of need for touch (NFT) and centrality of visual product aesthetics (CVPA). A survey was conducted using a convenience sample of 276 US college students. Data were analyzed using descriptive statistics, MANOVA and ANOVA. Results of this study indicate that participants with high NFT or CVPA had a greater preference for virtual channels than participants with low NFT or CVPA. Gender by itself was not an important influence in preference for shopping channels; however, the results of this study revealed that gender interacted with NFT and CVPA on preference for virtual channels. Men with high NFT or CVPA showed the highest preference for virtual channels, while women with high NFT or CVPA did not differ from other groups in their preference for virtual channels. There were no main effects and no interactions among variables on preference for physical channels. This study is the first to investigate the interactions of gender with NFT and CVPA in preference for apparel shopping channels.

The Influence of Art Collaboration to the Product Evaluation: Focus on the Centrality of Visual Product Aesthetics

The Influence of Art Collaboration to the Product Evaluation: Focus on the Centrality of Visual Product Aesthetics

The impact of personal innovativeness on product aesthetics and self-connection with brand: a case study of mobile phone users

The concept of personal innovativeness in information technology (PIIT) is often used in an IS context to understand the adoption of IT products and services. However, to the best of our knowledge, few studies have investigated the influence of PIIT on visual product aesthetics (AES) and the consumer's self-connection with brand. By comparing smartphone and functional phone users, this study revealed that PIIT is a significant predictor in explaining centrality of visual product aesthetics (CVPA) and self-brand connection (SBC). PIIT also acts as a predictor of AES and moderates the relationship between satisfaction (SAT) and SBC for smartphone users but not for functional phone users. For both user groups, CVPA predicts AES, and AES contributes to SAT and SBC. The academic and managerial implications of these results were discussed.

The effects of home page design on consumer responses: Moderating role of centrality of visual product aesthetics

This study examined the effect of home page design on consumer responses based on the Hierarchy of Effects model and impression formation theory. The design of the study was a one factor (home page design: image- vs. text-oriented) between-subjects design with two moderators, brand familiarity and the centrality of visual product aesthetics (CVPA). College women (N=658) participated in this online experiment. The findings revealed that: (1) an image-oriented design is more effective in enhancing a home page’s visual fluency, and (2) people in both high and low CVPA groups preferred an image-oriented home page to a text-oriented home page.

Individual differences in consumer value for mass customized products

ABSTRACTMass customized products, compared with mass marketed alternatives, offer advantages for optimizing performance outcomes, improving aesthetic appeal, and matching products' symbolic meanings with consumers' expressive desires. Despite having identified these value drivers for mass customized products, extant research has not connected those value drivers to individual differences among consumers. As a result, researchers' and practitioners' abilities to predict consumer value for mass customized products remain limited. This study advances and tests a model of individual differences associated with the perceived value of a customized product and mediated by involvement and perceived risk. A field survey administered to a sample of 240 participants provided data to test the model. Path analysis using structural equations modeling suggests that consumer value for mass customized products differs according to individual differences in need for uniqueness, need for optimization, and centrality of visual product aesthetics. Results also suggest that product category involvement and perceived risk are informative theoretical perspectives from which to study consumer value for mass customized products. The findings hold implications for how firms should approach the design of mass customization toolkits and how they should structure marketing communications promoting mass customized products. Copyright © 2013 John Wiley & Sons, Ltd.

Consumer Characteristics and Their Influences on Fashion Leadership - Focused on Centrality of Visual Product Aesthetics, Consumer Innovativeness, Consumer Susceptibility to Interpersonal Influences, and Role-relaxed Consumption -

This study aimed to clarify the relationships among the characteristics of consumers and their influence on fashion leadership. Two kinds of variables were investigated in this study: centrality of visual product aesthetics and consumer innovativeness as personal characteristics, and role-relaxed consumption and consumer susceptibility to interpersonal influence as interpersonal characteristics. Data were gathered by surveying university students in the Seoul metropolitan area, using convenience sampling, and 322 questionnaires were used in the statistical analysis. In analyzing data, correlation analysis, factor analysis, and regression analysis were conducted. Factor analysis on the centrality of visual product aesthetics revealed three sub-factors: value, acumen, and response intensity. Meanwhile, factor analysis for consumer susceptibility to interpersonal influence revealed two sub-factors: informative and normative conformities. However, consumer innovativeness, role-relaxed consumption, and fashion leadership revealed only one factor. Regression analysis showed that visual product aesthetics, especially acumen and response intensity, were the most influential factors; furthermore, consumer innovativeness and normative conformity had positive influence on fashion leadership. However, role-relaxed consumption had negative influence on fashion leadership.

시각제품에 대한 심미적 성향: 혁신성과 독립적 의사결정과의 관계

This study tested the validity of a three-factor model of the centrality of visual product aesthetics developed by Bloch, Brunel, and Arnold (2003) and explored the relationships between the centrality of visual product aesthetics and the relevant constructs. It was hypothesized that the path relationships including innovativeness and consumer independent judgment making are relevant constructs of the centrality of visual product aesthetics. Data were gathered by surveying university students in the Seoul metropolitan area (using convenience sampling) and 322 questionnaires were used in the statistical analysis. Correlation analysis, factor analysis, and regression analysis were conducted to analyze the data. The findings show the validity of the three factors (value, acumen, and response intensity) of the centrality of visual product aesthetics. Tests of the hypothesized path show that innovativeness influences the centrality of visual product aesthetics both directly and indirectly through consumer independent judgment making. Innovativeness positively influenced consumer independent judgment making and the three factors of the centrality of visual product aesthetics, whereas consumer independent judgment negatively influences the response intensity factor of the centrality of visual product aesthetics. The implications of these findings and suggestions for future study are also discussed.

Effects of the Centrality of Visual Product Aesthetics and Aesthetic Experiences on Impulse Buying Behavior for Fashion Products

This study is to understand fashion product aesthetics by exploring the antecedents of aesthetic experiences and the influence of aesthetic experiences on impulse buying behavior. A total of 520 usable questionnaires were obtained through an internet survey. A structural equation model using a correlation matrix with maximum likelihood was estimated by using AMOS 18.0 to examine the relationships among aesthetic value, aesthetic acumen, affective experience, cognitive experience, and impulse buying behavior. The results showed that aesthetic value and acumen had a significant effect on the cognition of aesthetic experiences and that aesthetic experiences had a significant effect on impulse buying behavior. These results highlight the powerful motivational force behind fashion product aesthetics. The key implications for research and management are discussed further.

Visual product aesthetics

PurposeThe purpose of this paper is to investigate the nomological net of the construct of the centrality of visual product aesthetics (CVPA).Design/methodology/approachA hierarchical model of personality is employed to investigate the nomological net of CVPA. The hierarchical model incorporates both trait antecedents (e.g. the traits of need for material resources, the need for uniqueness, and openness to experience) as well as value antecedents (the values of science importance, liberalism, and conservatism). In addition, the model includes three expected consequences of CVPA not previously investigated in the literature. Data were collected from a survey of 542 adult consumers who were broadly representative of the population of the USA.FindingsThe findings identified six significant antecedents of CVPA: need for uniqueness, conservative values, liberal values, science values, openness to experience, and material needs. In addition, CVPA was positively related to individuals' interest in representational art, abstract art, and environmental concern.Originality/valueThe paper advances theory by proposing how traits and values work together to influence behavior. It advances understanding of CVPA by showing that a concern for visual aesthetics influences attitudes that extend beyond product aesthetics to a concern for the environment. Finally, methodological issues in identifying a construct's nomological net, as well as the study's managerial contributions, are discussed.