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The Role of Car Aesthetics on Consumers’ Decisions: An Example from Romania

Author

Listed:
  • Corina P. TarÅ£a
  • Ioan PlăiaÅŸ
  • Luis F. Martinez
  • Luisa M. Martinez

Abstract

Visual impact is essential when consumers are assessing car preferences. The purpose of this paper is to present a holistic model focusing on car aesthetic dimensions and its impact on consumers’ purchase decisions. Our findings are based on a questionnaire completed by 388 participants and analyzed with SPSS and AMOS. The results show not only that the aesthetic dimensions such as color, shape and sound influence the processing stimuli, but also the significant and positive relationships established between the stimuli and the purchase decision. Also, this study can guide marketers when developing an effective marketing strategy. As our research focuses on the Romanian market, testing our framework in different cultures is strongly encouraged. JEL Codes - M31; M21

Suggested Citation

  • Corina P. TarÅ£a & Ioan PlăiaÅŸ & Luis F. Martinez & Luisa M. Martinez, 2020. "The Role of Car Aesthetics on Consumers’ Decisions: An Example from Romania," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 67(1), pages 33-43, March.
    • Handle: RePEc:aic:saebjn:v:67:y:2020:i:1:p:33-43:n:2
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    File URL: http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1163
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    References listed on IDEAS

    as
    1. Veryzer, Robert W, Jr & Hutchinson, J Wesley, 1998. "The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 374-394, March.
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    3. Gilles Laurent & Sandor Czellar & Thierry Lageat, 2003. "Engineering Hedonic Attributes to Generate Perceptions of Luxury: Consumer Perception of an Everyday Sound," Post-Print hal-00458437, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    aesthetics; consumer behavior; automotive market; visual perception; competitive advantage;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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