Consumer Cognition, Aesthetic Preference, and Marketing Effectiveness of Domestic Ceramic Goods

Abstract

This paper focuses on the effect of consumer cognition and aesthetic preference on the effectiveness of marketing of domestic ceramic products. The study adopts the cognitive dissonance theory and the elaboration likelihood model to examine the implications of Consumer Value Experience (CVE) and Consumer Perceived Value (CPV) and in the context of the aesthetic preference it is the conceptualized vessel shape, decorative pattern, and functional fit. A total of 1,028 consumers that have recent experience of buying ceramics were used to obtain data which were analysed by means of hierarchical regression. The findings reveal that CVE (β = 0.29, p < 0.001) and CPV (β = 0.36, p < 0.001) have a significant positive influence on marketing effectiveness. Moderation analysis also indicates that aesthetic preference reinforced the relations, and the interaction effects between CVE × aesthetic preference (β = 0.11, p < 0.001) and CPV × aesthetic preference (β = 0.14, p < 0.001) were significant, which explained the variance with strong R² = 0.48. Functional fit has the greatest loading of the aesthetic dimensions. The results give theoretical as well as managerial insights on how to enhance the marketing strategy of ceramic products.