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Beyond looks: How designer cues win over customers through social value, self-expression, and design involvement

Idemen Elif|Elmadag A. Banu
한국마케팅과학회 (Korean Scholars of Marketing Science)|2024.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제34권 제2호|pp. 186-206|DOI 10.1080/21639159.2024.2308296

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키워드

Social valuedesignerextrinsic product cueprestige emotionsdesign involvement
주제분류경영학

초록

While it is common practice to highlight the designer’s name in marketing communications, there is a lack of research on how these cues influence consumer evaluations. This article examines how the presence of designer cue affects social value perceptions and purchase intentions across two product categories in three experimental studies. The findings suggest that designer cues enhance consumers’ perceived social value by evoking feelings of sophistication and privilege. The study further highlights the emotional process involved in creating social value through designer cues and the role of design newness as a regulator. The results indicate that the effect of designer cue on purchase intention depends on the self-expressive value of the product and the consumer’s level of involvement in the design process. Consumers are more likely to purchase products with designer cues if they perceive the product as a means of signaling their identity and value design in their daily lives.

Abstract

While it is common practice to highlight the designer’s name in marketing communications, there is a lack of research on how these cues influence consumer evaluations. This article examines how the presence of designer cue affects social value perceptions and purchase intentions across two product categories in three experimental studies. The findings suggest that designer cues enhance consumers’ perceived social value by evoking feelings of sophistication and privilege. The study further highlights the emotional process involved in creating social value through designer cues and the role of design newness as a regulator. The results indicate that the effect of designer cue on purchase intention depends on the self-expressive value of the product and the consumer’s level of involvement in the design process. Consumers are more likely to purchase products with designer cues if they perceive the product as a means of signaling their identity and value design in their daily lives.

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