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The impact of design aesthetics on willingness to pay for utilitarian products
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In a world that is coined by fierce competition and a fast-paced life, companies need to think one step ahead of their competitors to succeedin the long-run. One growing driver for success has been the design of products(aesthetics)which can help to differentiate one’s products from others that contain the same core features. For a long time in research the importance of design appeal was only assumed for pleasure-related products (hedonic) and functional products (utilitarian) were often not taken into consideration. Thisleavesagap ofresearch focusing on utilitarian products which thereforebuilt the foundationofthis study. Using Hayes’ mediation model, insights into the relationship between design appeal and willingness to pay for utilitarian productswere provided. Thisquantitative study revealedthe significance of design appeal in utilitarian products thattriggers higherwillingness to pay. Furthermore, the objective was to get insights into the black box in consumer decision making processes.The literature review demonstratedan importance of status-seeking, self-expression and self-esteem enhancement in terms ofbuying decisions. These three emotional purchase motivations (mediators) were assumed to be impacting willingness to pay.Against the initial assumption, the study found that the relationship between design appeal and willingness to pay is not mediated by these three emotional purchase motivations.
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Design Appeal Willingness To Pay Hayes Mediation Model Utilitarian Products