{"title":"EXPRESS: A Meta-Analysis of Product Visual Aesthetics","authors":"Chenming Peng, Martin Eisend, Zengxiang Chen","doi":"10.1177/00222429251356484","DOIUrl":null,"url":null,"abstract":"Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these gaps, the authors conduct a meta-analysis of 727 effect sizes from 263 independent samples spanning 1993-2024. Findings reveal that both organizational and meaningful aesthetic properties positively impact PVA, with harmony being the strongest property. PVA positively influences both consumer attitudes and behaviors. The authors develop a comprehensive framework of moderators across five key groups: brand, product, communication, consumer, and environmental factors. The moderator analyses yield multiple important insights and (1) identify economic growth and consumption publicity as particularly influential; (2) recognize previously unexplored but relevant moderators (e.g., aesthetic object type, individualism, and income inequality); (3) clarify debated moderators (e.g., brand familiarity, product quality level, and gender); (4) reveal that certain moderator combinations can turn PVA effects negative. For instance, focusing on packaging aesthetics with utilitarian, private, non-durable, and low-quality products can turn the effect of PVA on attitudes negative; and (5) find an attitude-behavior gap in the moderating effects of PVA. The study provides new insights into the nuanced effects of PVA for effective application.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"62 1","pages":""},"PeriodicalIF":11.5000,"publicationDate":"2025-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/00222429251356484","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these gaps, the authors conduct a meta-analysis of 727 effect sizes from 263 independent samples spanning 1993-2024. Findings reveal that both organizational and meaningful aesthetic properties positively impact PVA, with harmony being the strongest property. PVA positively influences both consumer attitudes and behaviors. The authors develop a comprehensive framework of moderators across five key groups: brand, product, communication, consumer, and environmental factors. The moderator analyses yield multiple important insights and (1) identify economic growth and consumption publicity as particularly influential; (2) recognize previously unexplored but relevant moderators (e.g., aesthetic object type, individualism, and income inequality); (3) clarify debated moderators (e.g., brand familiarity, product quality level, and gender); (4) reveal that certain moderator combinations can turn PVA effects negative. For instance, focusing on packaging aesthetics with utilitarian, private, non-durable, and low-quality products can turn the effect of PVA on attitudes negative; and (5) find an attitude-behavior gap in the moderating effects of PVA. The study provides new insights into the nuanced effects of PVA for effective application.
期刊介绍:
Founded in 1936,the Journal of Marketing (JM) serves as a premier outlet for substantive research in marketing. JM is dedicated to developing and disseminating knowledge about real-world marketing questions, catering to scholars, educators, managers, policy makers, consumers, and other global societal stakeholders. Over the years,JM has played a crucial role in shaping the content and boundaries of the marketing discipline.