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The impact of atypical product design on consumer product and brand perception

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  • Benedikt Schnurr

    (University of Innsbruck)

Abstract

This article investigates the influence of atypical product designs on consumers’ product and brand perceptions. Drawing on appraisal theory of emotions and research on inference making, the results of three experimental studies conducted among US and European consumers demonstrate that the atypicality of a product’s design positively influences impressions of brand excitement and negatively influences impressions of brand reliability. The former relationship is mediated by the product’s perceived interestingness, while the latter is mediated by the product’s perceived functionality. Importantly, product design atypicality interacts with product positioning in affecting consumer brand perception. Compared to positioning a product hedonically, positioning a product functionally increases the positive influence of product design atypicality on brand excitement and decreases the negative influence of product design atypicality on brand reliability. These findings contribute to research in the field of product design and brand management by demonstrating a dual effect of design atypicality on consumers’ brand perceptions. Managerial implications and suggestions for future research are outlined.

Suggested Citation

  • Benedikt Schnurr, 2017. "The impact of atypical product design on consumer product and brand perception," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 609-621, November.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:6:d:10.1057_s41262-017-0059-z
    DOI: 10.1057/s41262-017-0059-z
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    References listed on IDEAS

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    Cited by:

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    3. Gaelle Pantin-Sohier & François Pantin & Alice Sohier & Laure Jacquemier & Rania Serhal, 2018. "Comprendre les conditions d’acceptation de l’innovation dans le secteur végétal," Post-Print hal-03224072, HAL.
    4. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.
    5. Liu, Fu & Zhu, Zhenzhong & Chen, Haipeng (Allan) & Li, Xingbo, 2020. "Beauty in the eyes of its beholders: Effects of design novelty on consumer preference," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).

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