The Effects of Design Attributes on Other Attributes and Product Evaluation

This study examines how consumers’ perceptions of a product’s design attributes influence their perceptions on other product attributes, and attitudes toward the focal product. This study explored image-related adjectives in order to analyze product attributes, which are categorized into design, symbolic, and functional factors. The empirical test results confirmed the mediating role of attitudes toward design, which indicate the overall preference about product design, between design attributes and attitudes toward product, while the hypothesis of the moderating role of design sensitivity was not supported. These findings revealed that design attributes have influences beyond the aesthetic value, as product design rouses symbolic value and delivers information about functions. Therefore, in the context of product development process, it would be effective to distinguish design elements that can strengthen advantages and * Corresponding author, Professor of Marketing, College of Business Administration, Seoul National University, #58-612, 1 Gwanak-Ro, Gwanak-Gu, Seoul 151-916, Korea. Email: profkim@snu.ac.kr, Phone: +82-2-880-6934 ** Doctoral candidate, College of Business Administration, Seoul National University, Email: muse710@naver.com *** Master student, College of Business Administration, Seoul National University, Email: yehahm@gmail.com 2 Seoul Journal of Business supplement weaknesses and to measure attitudes toward design that can be an important index of product evaluation.