Visual Appeal of Product Novelty - The Role of the Brand in Design Adaptation - Jun 2023

Oct 24, 2026

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Product design significantly shapes consumers’ purchasing decisions for goods such as cars or smartphones. In product series, companies often signal novelty for a successor by changing the proportion of design elements, yet the impact of such proportional adjustments on aesthetic pleasure remains unclear. A theoretical framework explains how proportion changes affect visual processing via categorization theory and processing fluency, and a two-factor online experiment tests smartphones from strong versus weak brands. Results show reduced processing fluency for strong-brand proportion changes, with no effect on aesthetic pleasure.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages20

Reading Time50 min

AccessFree to download

Abstract

Theoretical framework

Online experiment and results

Junior Management Science 8(2) (2023) 453-472 | | Junior Management Science
[journal homepage:](journal homepage: www.jums.academy)[ www.jums.academy](journal homepage: www.jums.academy) |
Volume 8, Issue 2, June 2023

DOMINIK VAN Editor:AAKEN JUNIOR
Advisory Editorial Board:
FREDERIK AHLEMANN
JANBASTIANTHOMAS-PHILIPP AHRENSAMBERGBAHLINGER MANAGEMENT
MARKUS BECKMANN
CHRISTOPH BODE
KATRIN SULEIKAROLF BRÜHLBURMEISTER-BORTLAMP SCIENCE
JOACHIM BÜSCHKEN
CATHERINE CLEOPHAS
NILS CRASSELTBENEDIKT DOWNAR Markus Pfützenreuter, The implementation of financial RALF ELSASKERSTIN FEHRE planning and cost accounting instruments in
MATTHIAS FINK startups
DAVID FLORYSIAK
GUNTHER FRIEDL
MARTIN FRIESL Marissa Ofir, The Effect of Entrepreneurs’ Gender and FRANZ FUERST
WOLFGANG GÜTTEL Gendered Startup Fields on Organizational
NINAANNEKATRIN HANSENKATARINA HEIDER Attraction for Potential Applicants
CHRISTIAN HOFMANN
SVEN HÖRNERKATJA HUTTER Simon Mueller, Innovation Performance of Family and LUTZ JOHANNINGSTEPHAN KAISER Founder Firms: Empirical Evidence from German
NADINE KAMMERLANDER Listed Companies
ALFRED KIESER
NATALIA KLIEWER
DODO ZU KNYPHAUSEN-AUFSESS Mira Sophia Ulz, The glamorization of overwork-an SABINE T. KÖSZEGIARJAN KOZICA empirical study of causes and perceptions of
CHRISTIAN KOZIOLMARTIN KREEB excessive work attitudes in the pursuit of
TOBIAS KRETSCHMER managerial careers
WERNER KUNZ
HANS-ULRICH KÜPPER
MICHAEL MEYER Samuel Jonas Kaltenhauser, Determinants and Capital JÜRGEN MÜHLBACHERGORDON MÜLLER-SEITZ Market Consequences of Net Zero Targets
J. PETER MURMANN
ANDREAS OSTERMAIER
BURKHARD PEDELL Elena Kowalik, Ethical Problems in Family Firms
MARCEL PROKOPCZUK
TANJA RABL
SASCHA RAITHEL Arun Anandakrishnarajah Visuelle Wirkung von
NICOLE RATZINGERASTRIDREICHEL-SAKEL Produktneuheiten: Die Rolle der Marke bei der
KATJA ROST
THOMAS RUSSACK Designanpassung
FLORIAN SAHLING
MARKOANDREAS GSARSTEDTSCHERER Tobias Ruf, Passive ownership and long-term orientation STEFAN SCHMIDUTE SCHMIEL around the world
CHRISTIAN SCHMITZ
MARTIN SCHNEIDERMARKUS SCHOLZ Enes Mert Sirakaya, Bilanzierung von Spielerwerten im LARSSCHWEIZERDAVID SEIDL deutschen Profi-Fußball – Ein kritischer Vergleich
THORSTEN SELLHORN der handelsrechtlichen und IFRS-Rechnungslegung
STEFAN SEURING
ANDREAS SUCHANEK
TILL TALAULICAR Radu Andrei Maldea, Winning when Going Global – On the ANN TANKORESTIS TERZIDIS Role of Heritage and Strategic Moves for
ANJA TUSCHKEMATTHIAS UHL Internationalization Endeavors of Start-ups
CHRISTINE VALLASTER
PATRICK VELTE
CHRISTIAN VÖGTLIN
STEPHAN WAGNER
BARBARA E. WEISSENBERGER
ISABELL M . WELPE
HANNES WINNER
THOMAS WRONA Published by Junior Management Science e V
THOMAS ZWICK
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532 | | --- | --- | --- | | Visual Appeal of Product Novelty: The Role of the Brand in Design Adaptation Visuelle Wirkung von Produktneuheiten: Die Rolle der Marke bei der Designanpassung
Arun Anandakrishnarajah
Goethe-Universität Frankfurt am Main | | | | Abstract
Product design plays an important role in the purchasing decision of goods such as cars or smartphones. In practice, to symbolize novelty in the presentation of asuccessor in a product series, the proportion of design elements is often changed. Despite the popularity of proportion changes, the effect of this design adjustment method on consumers’ aesthetic pleasure has not yet been studied This work constructs a theoretical framework that explains how changes in proportion affect visual processing, drawing on both categorization theory and processing fluency theory. It posits that changes in proportion can act asa determinant of processing fluency, thereby influencing aesthetic pleasure. To verify the conceptual framework, a two-factor online experiment is conducted using smartph

FAQs

What does the document study about product design novelty?

It examines how changing the proportion of design elements in a product successor affects consumers’ visual processing and aesthetic pleasure.

Which theories are used to build the theoretical framework?

The framework draws on categorization theory and processing fluency theory to explain the role of proportion changes in processing fluency.

What were the key findings from the two-factor online experiment?

Proportion changes in designs from a strong brand reduce processing fluency, but they do not change aesthetic pleasure.

Oct 24, 2026

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