The effect of product appearances on consumer emotions and behaviors: A perspective of involvement

The aim of this study was to investigate how the appearance of products influences consumer involvement which, in turn, determines the consumers emotions and behaviors. Stimulus-organism-response theory, emotional appraisal theory, and consumer involvement were used to construct the research framework in this study. 100 participants (53 males and 47 females) were enrolled in the experiment. The results demonstrated that there is a positive relationship between consumers emotions and levels of involvement when perceiving products appearances; furthermore, the results also showed that consumers emotions and involvements influence their preferences and purchasing intentions positively. The findings of the study clearly show that product appearance plays a significant role in consumer responses to consumer products (such as watches) through its influence on consumer emotions. Gender differences in terms of consumer responses to products are also discussed.