How the Attractiveness of the Context Influences Perceived Product Attractiveness: the Role of Consumers’ Product Familiarity

Research has examined the determinants of product attractiveness. However, prior studies have neglected the context, in which products are presented. Drawing on social cognition theory, we examine how the attractiveness of the context (e.g., websites, advertisements) influences perceived product attractiveness. Results from two experimental studies show that consumers perceive unfamiliar products as more attractive when products are placed in an attractive context than when placed in an unattractive context. no differences in consumers’ perceived product attractiveness exist for familiar products. Our findings extend the literature on product aesthetics and provide managers with insights on how to promote the attractiveness of their offerings more effectively.