The Allure of Design: Factors Affecting Consumer Purchasing Decisions on Aesthetic Products
DOI:
https://doi.org/10.24191/idealogy.v11i2.969Abstract
In contemporary consumer markets, product aesthetics have transcended mere decoration to become a primary driver of consumer purchasing behaviour. Product aesthetics have evolved from superficial adornments to primary drivers. This conceptual paper reviews the psychological, cognitive, and environmental factors that influence how consumers evaluate and purchase highly aesthetic products. By synthesising current literature on visual processing, cognitive biases, and behavioural paradoxes, this paper explores the mechanisms through which design catalyses impulse buying, the aesthetic-usability effect, and the contrasting motivations of hedonic versus utilitarian consumers. Research indicates that highly aesthetic product trigger rapid, emotionally driven cognitive processing successfully. Consumers consistently rely on visual beauty as an extrinsic cue for functional superiority and premium quality. Also, effectiveness of these aesthetic cues is heavily moderated by consumer orientation, with hedonic consumers embracing visual appeal while the utilitarians exhibit scepticism. Furthermore, this paper examines the "too pretty to use" paradox, wherein excessive aesthetic appeal inhibits consumption. Managerial implications for product design and marketing strategies are discussed as achieving long-term commercial success requires a strategic balance between captivating design and approachable functionality.
Keywords: Aesthetic product, Impulse buying, Hedonism, Heuristic, Perceived quality
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