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Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement

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  • Bloch, Peter H
  • Brunel, Frederic F
  • Arnold, Todd J

Abstract

This research conceptualizes and develops a scale to measure individual differences in the centrality of visual product aesthetics (CVPA), defined as the level of significance that visual aesthetics hold for a particular consumer in his/her relationship with products. Three related dimensions of product aesthetics centrality emerged from the research: value, acumen, and response intensity. A series of eight studies provided evidence that the CVPA measure possesses satisfactory reliability and validity. Additionally, this research illuminates important differences between high and low CVPA consumers in product-design-related evaluations and behaviors and provides suggestions for future research employing the scale. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Bloch, Peter H & Brunel, Frederic F & Arnold, Todd J, 2003. "Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 551-565, March.
    • Handle: RePEc:oup:jconrs:v:29:y:2003:i:4:p:551-65
    DOI: 10.1086/346250
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