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.
Associate Professor of Marketing Minu Kumar
"In product design, if you focus more on the aesthetics of the product, the connections that you create with the consumer at the brand level will result in more loyalty and a more sustainable relationship," said Minu Kumar, associate professor of marketing at SF State, who co-authored the study.
To read the full story, see Consumer loyalty driven by aesthetics over functionality