Extending the Construct of Centrality of Visual Product Aesthetics

Abstract

The concept of Centrality of Visual Product Aesthetics (CVPA) and the associated construct were introduced to measure the level of significance that product design has for certain consumers. The aim was that, after identifying consumers with high CVPA, designers and manufacturers can successfully address to them products with a remarkable design. The initial construct proposed by other researchers was composed by three factors (Value, Acumen and Response). The author of this paper aimed to amplify the construct and tested a new construct containing four additional new factors: Brand Loyalty, Product Involvement, Personality Congruence and Price indifference. After applying Exploratory Factor Analysis, it was found that practically the Value and Brand Loyalty items were part of the same factor. The same situation was encountered for Response and Personality Congruence. After removing the less significant items, a new construct resulted, validated by Confirmatory Factor Analysis. The new construct has been used successfully to test the hypothesis that people with high CVPA attach special importance to products with a high aesthetic content (in the case of loudspeakers).