Product Design Scale

What it measures

Measures consumers' holistic perceptions of product design as a three-dimensional construct grounded in Gestalt theory. The aesthetics dimension (3 items) reflects perceived beauty and visual appeal. The functionality dimension (3 items) captures perceptions of the product's ability to perform and fulfil its purpose. The symbolism dimension (3 items) assesses the perceived self-expressive message that the product communicates about the consumer's identity to themselves and others. Developed across three independent samples (6,418 U.S. consumers; 1,083 and 583 European consumers) using multiple consumer product categories. The scale requires no prior product use, making it suitable for concept tests, prototype evaluations, and competitive benchmarking. Items are administered with the stem 'The product…'; for the functionality and symbolism items, respondents are instructed to judge the product 'only from looking at it.'

Representative items

• The product is visually striking. (Aesthetics)
• The product is likely to perform well. (Functionality)
• The product would help me in establishing a distinctive image. (Symbolism)

Citation

Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of Marketing, 79(3), 41–56.