Measures the degree to which a consumer perceives a product to be visually appealing and attractive in its design. The scale focuses specifically on the visual aesthetic dimension of product design, capturing how striking and good-looking a product appears to an observer.
Full scale items shown. Always cite the original source when using this scale in research.
One of three companion scales developed as part of a rigorous multi-study scale development program by Homburg, Schwemmle & Kuehnl (2015), alongside the functional (ID 650) and symbolic dimensions of product design. An initial pool of 29 items was reduced through consumer ratings and quantitative studies with 6,418 U.S. consumers (Study 1) and 1,083 and 583 European consumers (Studies 2 and 3). Items use a stem-completion format ('The product...') with a 5-point Likert scale. Construct reliabilities were .92, .88, and .81 across Studies 1, 2, and 3. AVEs were .79, .71, and .58 -- note that the AVE for Study 3 (.58) is above the conventional .50 threshold but lower than the other studies. EFA/CFA supported factor structure; discriminant validity established relative to the functional and symbolic design scales and hedonic/utilitarian attitude scales. If the scale is to be used with non-visual aspects of a product or service, items 1 and 2 would require rephrasing and re-validation.
Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of Marketing, 79(3), 41-56.
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