It’s not all about function: investigating the effects of visual appeal on the evaluation of industrial products using the example of product color
| Date | 11 February 2019 |
| DOI | https://doi.org/10.1108/JPBM-07-2017-1524 |
| Pages | 15-27 |
| Published date | 11 February 2019 |
| Author | Klaus-Peter Wiedmann,Janina Haase,Jannick Bettels,Christian Reuschenbach |
| Subject Matter | Marketing,Product management,Brand management/equity |
It’s not all about function: investigating the
effects of visual appeal on the evaluation of
industrial products using the example of
product color
Klaus-Peter Wiedmann, Janina Haase and Jannick Bettels
Institute of Marketing and Management, Leibniz University of Hannover, Hannover, Germany, and
Christian Reuschenbach
GfK SE, Nuremberg, Germany
Abstract
Purpose –Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central.
Recently, however, subjective aspects of decision-making, such as visual appeal, are attracting research attention. The purpose of this paper is to
examine, first, the effect of product color as a non-functional design element on attitud e toward the product and, second, the underlying causal
relationships of this effect in the context of industrial products.
Design/methodology/approach –The authors conducted an online quasi-experiment in the dental market with a sample of 300 dentists. The
product stimulus was a picture of a treatment chair that varied in color. An analysis of variance tested the effect of product color on att itude.
Structural equation modeling investigated the underlying effects of product evaluation.
Findings –The results indicate that product color affects attitude toward the product. Further, the authors find an insightful causal chain of direc t
and indirect effects on attitude. The most effective path runs via visual appeal and aesthetics, while haptics and functionality are of minor
importance.
Originality/value –This paper is one of the first to provide empirical evidence for the effect of non-functional desi gn elements such as product color
on the evaluation of an industrial product. The results provide valuable insights into the effects on attitude in this context and stress the great
importance of visual appeal and aesthetics in the product evaluation process.
Keywords Aesthetics, Product design, Attitude, Product management, Sensory perception, Symbolism, Color, Functionality, Industrial products,
Visual appeal
Paper type Research paper
Introduction
Industrial markets are generally associated with rational
customer behavior and objective decision-making[1], where
hard facts, such as expected return of investments, cost
reduction, and functional product features, are of primary
importance (Moon and Tikoo, 2002;Bonoma and Johnston,
1978). However, whether decision-makers are acting for
themselves or for a firm, they are nevertheless individual
people, and as such, even the most rationalare affected by their
own subjective perceptions (Kotler and Pfoertsch, 2006;Leek
and Christodoulides, 2011). Therefore, to succeed in
competition, companies in industrial markets should not only
consider rational concerns but also address emotional aspects
and individual preferences(Lynch and De Chernatony, 2004).
Recent research in the context of consumer goods has
highlighted the importance of sensory design elements in
effectively appealingto the consumer and increasing the overall
product evaluation (Krishna, 2012). The impact of product
color is especially well-documented in consumer research
literature. Even though product color generally provides no
functional value, it often represents a main driver of the
consumer’s product-related emotions and hedonic value
(Labrecque et al.,2013). Accordingly, the use of sensory cues,
such as product color, to evoke positive emotions and increase
value and sales may also be a promising approach for
companies in the industrial market (Noad and Rogers, 2008;
Soars, 2009).
There is, however, little empirical foundation for the
importance of such soft facts with regard to customers’
decision-making in an industrial context (Visentin et al., 2015;
Wolter et al.,1989). For instance, there is little insight into the
effects that a product’ssensory appeal and design benefits have
on a customer’s evaluation of an industrial product, even
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
28/1 (2019) 15–27
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-07-2017-1524]
Received 28 July 2017
Revised 31 January 2018
26 April 2018
20 July 2018
Accepted 26 July 2018
15
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