Transcript
When designing a new car, manufacturers might try to attract consumers with more horsepower, increased fuel efficiency, or a lower price point. But new research from San Francisco State University shows consumers' loyalty and passion for an automobile brand are driven more by appearance. Aesthetics that resonate on an emotional level are more responsible for brand loyalty than such factors as functionality and price, the study found.
The research examined data from more than 700 consumers about their opinions of 30 small vehicles as related to such factors as styling, workmanship, safety, and cost.
While consumers of these types of vehicles are typically believed to have utilitarian priorities, the results showed that social and emotional values (such as the perception of sophistication of design and pride of ownership) had a more significant impact on brand affection than functional values like the vehicle's price or gas mileage.
These results support the idea that consumers' passion for brands with distinctive, aesthetically pleasing designs - including Apple products, the Volkswagen Beetle, and Dyson vacuums - leads to loyalty.
The researchers concluded that the more you invest in aesthetics, the stronger the relationship outcome. However, if you invest more in the functionality - like providing extra buttons, or another cup holder - the result is a more transactional relationship.
You might think that consumers of lower-priced products want more functionality, or more bang for their buck. However, this study indicates that customers typically forget the functional attributes of the product over time, but they love the brand if it has beautiful products.
When developing a product, marketers and designers often find themselves at odds about what is most meaningful to consumers and how that should be reflected in product design. This research is part of an effort to help bridge that gap.
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