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首页> 外文期刊>Journal of Marketing >The Effects of Products' Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency
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The Effects of Products' Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency

机译：产品美学设计对需求和市场营销效果的影响-混合有效性：细分原型和品牌一致性的作用

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摘要

A product's physical appearance is difficult to quantify, and the impact of product appearance on demand has rarely been studied using market data. The authors adopt a recently developed morphing technique to measure a product's aesthetic design and investigate its effect on consumer preference. Drawing upon categorization theory, the authors consider the effects of three dimensions of aesthetic design-segment prototypicality (SP), brand consistency (BC), and cross-segment mimicry (CSM)-and their moderating effects on marketing mix effectiveness in a unified framework. The empirical analysis uses a unique, large data set consisting of 202 car models from 33 brands sold in the United States from 2003 to 2010. The authors find that consumer preference peaks at moderate levels of SP and BC and that economy-segment products benefit from CSM of luxury products. Moreover, SP intensifies price sensitivity, and BC muffles price sensitivity while increasing advertising effectiveness. Two what-if studies illustrate how managers can use the empirical model to evaluate alternative aesthetic design choices.
机译：产品的物理外观很难量化，并且很少使用市场数据研究产品外观对需求的影响。作者采用了最近开发的变形技术来测量产品的美学设计，并研究其对消费者偏好的影响。利用分类理论，作者在统一的框架中考虑了美学设计的三个维度的影响-细分原型（SP），品牌一致性（BC）和跨细分模仿（CSM）-以及它们对营销组合有效性的调节作用。 。实证分析使用了一个独特的大型数据集，该数据集包含从2003年到2010年在美国销售的33个品牌的202种汽车模型。作者发现，消费者的偏好在SP和BC中等水平达到峰值，经济细分市场的产品也从中受益奢侈品的CSM。此外，SP增强了价格敏感性，而BC降低了价格敏感性，同时提高了广告效果。两项假设研究说明了管理人员如何使用经验模型来评估替代的美学设计选择。

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