Blind Spots in Product Design: Utilitarian–Hedonic Choices, Psychological Processes and Retail Strategy Interplay for Visually Impaired Consumers

Abstract

Visually impaired individuals represent a sizable segment of the global population but remain underrepresented in consumer research. Existing literature mainly frames visually impaired consumers (VICs) through a vulnerability lens, focusing on shopping barriers and assistive remedies. While valuable insights into retail accessibility and inclusion have emerged, little attention has been given to the product development stage, psychological processes, or retail strategies regarding choice. Across three controlled experiments, we examined how limited access to visual information affects product evaluation. Study 1 used a choice-based conjoint method for attribute evaluation; Study 2 tested psychological boundary conditions for variations in control and trust; and Study 3 established causal effects for utilitarian product and promotion type choices, showing that VICs prefer informative promotional appeals. Findings indicate that VICs rely on a narrower set of aesthetic signals and prioritize utilitarian attributes and information that reduce ambiguity. Conversely, sighted consumers respond more to hedonic features.