Visual product aesthetics

Abstract

Purpose The purpose of this paper is to investigate the nomological net of the construct of the centrality of visual product aesthetics (CVPA). Design/methodology/approach A 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. Findings The 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/value The 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.

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