Access the full text.
Sign up today, get DeepDyve free for 14 days.
Gary Insch, Jennifer McBride (2004)
The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country-of-origin constructQuality Engineering, 49
U. Orth, Jochen Wirtz (2014)
Consumer Processing of Interior Service EnvironmentsJournal of Service Research, 17
G. Miceli, I. Scopelliti, M. Raimondo, Carmela Donato (2014)
Breaking Through Complexity. Visual and Conceptual Dimensions in Logo Evaluation
M. Beverland (2006)
The 'real thing': Branding authenticity in the luxury wine tradeJournal of Business Research, 59
Christoph Fuchs, Emanuela Prandelli, M. Schreier, D. Dahl (2013)
All That is Users Might Not be Gold: How Labeling Products as User Designed Backfires in the Context of Luxury Fashion BrandsJournal of Marketing, 77
Brett Martin, Michael Sherrard, D. Wentzel (2005)
The role of sensation seeking and need for cognition on web-site evaluations : a resource-matching perspective
P. Dabholkar (1994)
Incorporating Choice into an Attitudinal Framework: Analyzing Models of Mental Comparison ProcessesJournal of Consumer Research, 21
A. Hayes (2013)
Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach
Scott Motyka, R. Suri, Dhruv Grewal, Chiranjeev Kohli (2016)
Disfluent vs. fluent price offers: paradoxical role of processing disfluencyJournal of the Academy of Marketing Science, 44
Joan Giese, Keven Malkewitz, U. Orth, Pamela Henderson (2014)
Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strengthJournal of Business Research, 67
Theodore Noseworthy, Fabrizio Muro, K. Murray (2014)
The Role of Arousal in Congruity-Based Product EvaluationJournal of Consumer Research, 41
Joandrea Hoegg, J. Alba, D. Dahl (2010)
The good, the bad, and the ugly: Influence of aesthetics on product feature judgmentsJournal of Consumer Psychology, 20
Amna Kirmani, Sanjay Sood, S. Bridges (1999)
The Ownership Effect in Consumer Responses to Brand Line StretchesJournal of Marketing, 63
Jan Landwehr, D. Wentzel, A. Herrmann (2013)
Product Design for the Long Run: Consumer Responses to Typical and Atypical Designs at Different Stages of ExposureJournal of Marketing, 77
Wayne Hoyer, Rajesh Chandy, M. Dorotic, M. Krafft, Siddharth Singh (2010)
Consumer Cocreation in New Product DevelopmentJournal of Service Research, 13
Sandra Messinger (1998)
Pleasure and Complexity: Berlyne RevisitedThe Journal of Psychology, 132
N. Schwarz (2004)
Metacognitive Experiences in Consumer Judgment and Decision MakingJournal of Consumer Psychology, 14
Dena Cox, A. Cox (1988)
What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement EvaluationJournal of Consumer Research, 15
C. Martindale, K. Moore, J. Borkum (1990)
Aesthetic preference: Anomalous findings for Berlyne's psychobiological theory.American Journal of Psychology, 103
M. Barone, Robert Jewell (2013)
The Innovator's License: A Latitude to Deviate from Category NormsJournal of Marketing, 77
Pierrick Gomez, C. Werle, O. Corneille (2017)
The pitfall of nutrition facts label fluency: easier-to-process nutrition information enhances purchase intentions for unhealthy food productsMarketing Letters, 28
R. Reber, N. Schwarz, P. Winkielman (2004)
Processing Fluency and Aesthetic Pleasure: Is Beauty in the Perceiver's Processing Experience?Personality and Social Psychology Review, 8
C. Park, Sandra Milberg, R. Lawson (1991)
Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept ConsistencyJournal of Consumer Research, 18
Christian Homburg, M. Schwemmle, Christina Kuehnl (2015)
New Product Design: Concept, Measurement, and ConsequencesJournal of Marketing, 79
Joan Meyers-Levy, Alice Tybout (1989)
Schema Congruity as a Basis for Product EvaluationJournal of Consumer Research, 16
D. Thompson, Elise Ince (2013)
When Disfluency Signals Competence: The Effect of Processing Difficulty on Perceptions of Service AgentsJournal of Marketing Research, 50
Jonathan Evans (2008)
Dual-processing accounts of reasoning, judgment, and social cognition.Annual review of psychology, 59
Y. Liu, Krista Li, H. Chen, S. Balachander (2017)
The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand ConsistencyJournal of Marketing, 81
U. Orth, R. Crouch (2014)
Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex ContextsJournal of Retailing, 90
Laura Graf, Jan Landwehr (2015)
A Dual-Process Perspective on Fluency-Based AestheticsPersonality and Social Psychology Review, 19
M. Sujan (1985)
Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer JudgmentsJournal of Consumer Research, 12
Jan Landwehr, D. Wentzel, A. Herrmann (2012)
The Tipping Point of Design: How Product Design and Brands Interact to Affect Consumers’ PreferencesPsychology & Marketing, 29
Dena Cox, A. Cox (2002)
Beyond first impressions: The effects of repeated exposure on consumer liking of visually complex and simple product designsJournal of the Academy of Marketing Science, 30
C. Moreau, Kelly Herd, K. White, D. Dahl, Xavier Drèze, A. Ghose, J. Hess, R. Iyengar, Bing Jing, Yogesh Joshi, V. Kumar, Nicholas Lurie, S. Neslin, S. Sajeesh, Meng Su, Niladri Syam, Jacquelyn Thomas, D. Kenny, F. Gibbons, B. Buunk, H. Kuyper, T. Figurski, F. Piller, M. Schreier, H. Marsh, Michel Boivin, H. Schau, Linda Price, K. Grayson, D. Stapel (2010)
To Each His Own? How Comparisons with Others Influence Consumers' Evaluations of Their Self-Designed ProductsJournal of Consumer Research, 36
P. Chao (1993)
Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid ProductJournal of International Business Studies, 24
D. Donderi (2006)
Visual complexity: a review.Psychological bulletin, 132 1
(2017)
The apple industrial design team
Jyh-Rong Chou (2011)
A Gestalt-Minimalism-based decision-making model for evaluating product form designInternational Journal of Industrial Ergonomics, 41
E. Okada (2005)
Justification Effects on Consumer Choice of Hedonic and Utilitarian GoodsJournal of Marketing Research, 42
S. Keaveney, A. Herrmann, R. Befurt, Jan Landwehr (2012)
The Eyes Have It: How a Car's Face Influences Consumer Categorization and Evaluation of Product Line ExtensionsPsychology & Marketing, 29
J. Kruger, Derrick Wirtz, Leaf Boven, T. Altermatt (2004)
The Effort HeuristicJournal of Experimental Social Psychology, 40
Jan Landwehr, A. Labroo, A. Herrmann (2011)
Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales ForecastsMark. Sci., 30
P. Chao (2001)
The Moderating Effects of Country of Assembly, Country of Parts, and Country of Design on Hybrid Product EvaluationsJournal of Advertising, 30
R. Chitturi, Rajagopal Raghunathan, V. Mahajan (2007)
Form versus Function: How the Intensities of Specific Emotions Evoked in Functional versus Hedonic Trade-Offs Mediate Product PreferencesJournal of Marketing Research, 44
J. Feldman, John Lynch (1988)
Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior.Journal of Applied Psychology, 73
A. Fionda, C. Moore (2009)
The anatomy of the luxury fashion brandJournal of Brand Management, 16
Theodore Noseworthy, Remi Trudel (2011)
Looks Interesting, but what does it Do? Evaluation of Incongruent Product form Depends on PositioningJournal of Marketing Research, 48
Robert W. Jr., J. Hutchinson (1998)
The Influence of Unity and Prototypicality on Aesthetic Responses to New Product DesignsJournal of Consumer Research, 24
U. Orth, Keven Malkewitz (2008)
Holistic Package Design and Consumer Brand ImpressionsJournal of Marketing, 72
Peter Bloch (1995)
Seeking the Ideal Form: Product Design and Consumer ResponseJournal of Marketing, 59
B. McShane, U. Böckenholt (2017)
Single Paper Meta-Analysis: Benefits For Study Summary, Theory-Testing, and Replicability
P. Hekkert, P. Wieringen (1990)
Complexity and prototypicality as determinants of the appraisal of cubist paintingsBritish Journal of Psychology, 81
A. Hayes (2015)
An Index and Test of Linear Moderated MediationMultivariate Behavioral Research, 50
Hyejeung Cho, N. Schwarz (2008)
Of great art and untalented artists: Effort information and the flexible construction of judgmental heuristicsJournal of Consumer Psychology, 18
Annika Wiecek, D. Wentzel, Jan Landwehr (2019)
The aesthetic fidelity effectInternational Journal of Research in Marketing, 36
Christoph Fuchs, M. Schreier, Stijn Osselaer (2015)
The Handmade Effect: What's Love Got to Do with It?Journal of Marketing, 79
R. Pieters, M. Wedel, R. Batra (2010)
The Stopping Power of Advertising: Measures and Effects of Visual ComplexityJournal of Marketing, 74
D. Berlyne (1970)
Novelty, complexity, and hedonic valuePerception & Psychophysics, 8
M. Reimann, J. Zaichkowsky, Carolin Neuhaus, T. Bender, B. Weber (2010)
Aesthetic package design: A behavioral, neural, and psychological investigationJournal of Consumer Psychology, 20
Vikas Mittal, Pankaj Kumar, Michael Tsiros (1999)
Attribute-Level Performance, Satisfaction, and Behavioral Intentions over Time: A Consumption-System ApproachJournal of Marketing, 63
Whan Park, Bernard Jaworski, D. MacInnis (1986)
Strategic Brand Concept-Image ManagementJournal of Marketing, 50
Anastasiya Pocheptsova, A. Labroo, R. Dhar (2010)
Making Products Feel Special: When Metacognitive Difficulty Enhances EvaluationJournal of Marketing Research, 47
P. Winkielman, J. Cacioppo (2001)
Mind at ease puts a smile on the face: psychophysiological evidence that processing facilitation elicits positive affect.Journal of personality and social psychology, 81 6
Existing research on product design has found that a design’s complexity is an important antecedent of consumers’ aesthetic and behavioural responses. This paper aims to shed new light on the relationship between design complexity and perceptions of design quality by taking the effects of consumers’ naïve theories into account.Design/methodology/approachThe hypotheses of this paper are tested in a series of three experiments.FindingsThe findings from three studies show that the extent to which consumers prefer more complex product designs to simpler ones depends on the extent to which they believe that the complexity of a design is indicative of the effort or of the talent of the designers involved in the design process. These competing naïve theories, in turn, are triggered by contextual information that consumers have at their disposal, such as the professional background of a designer or the brand that is associated with a particular design.Research limitations/implicationsThis research was limited to a design's complexity as the central design element and to the effects of two naïve theories. Future research may also take other design factors and consumer heuristics into account.Practical implicationsThis research reveals that the extent to which managers may successfully introduce both complex and simple designs may depend on the reputation of a company’s designers and the prestige of a brand.Originality/valueThis research examines design complexity from a novel theoretical perspective and shows that the effect of design complexity on perceptions of design quality is contingent on two specific naïve theories of consumers.
European Journal of Marketing – Emerald Publishing
Published: May 11, 2021
Keywords: Branding; Design quality; Design complexity; Naïve theories
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.