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Product design matters, but is it enough? Consumers’ responses to product design and environment congruence

Ehsan Naderi, Iman Naderi, Bimal Balakrishnan

Journal of Product & Brand Management (2020) 29 (7): 939–954.

https://doi.org/10.1108/JPBM-08-2018-1975

Published: 11 February 2020

... using a large TV (Experiment 1) and a stereoscopic virtual reality headset. Findings The results support the notion that product design cues elicit more positive aesthetic and affective responses. Environment congruence, on the other hand, plays a moderating role; product design cues elicit more...

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