Consumer loyalty driven by aesthetics over functionality
Wednesday, December 17, 2014 - 16:30
in Mathematics & Economics
When designing a new car, manufacturers might try to attract consumers with more horsepower, increased fuel efficiency or a lower price point. But new research from San Francisco State University shows consumers' loyalty and passion for an automobile brand are driven more by appearance. Aesthetics that resonate on an emotional level are more responsible for brand loyalty than such factors as functionality and price, the study found.