Abstract

The physical form or design of a product is an unquestioned determinant of its marketplace success. A good de- sign attracts consumers to a product, communicates to them, and adds value to the product by increasing the qual- ity of the usage experiences associated with it. Nevertheless, the topic of product design is rarely, if ever, encoun- tered in marketing journals. To bring needed attention to the subject of product design and enable researchers to better investigate design issues, the author introduces a conceptual model and several propositions that describe how the form of a product relates to consumers' psychological and behavioral responses. After presenting this model, the author describes numerous strategic implications and research directions.

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