Today, companies with superior performance in the mobile phone industry (Mobile) have sought to create additional benefits for their products to form favorable psychological responses in their consumers. In light of this, the present study is an attempt to examine the effect of product design in explaining psychological responses of consumers considering the moderating role of consumption experience and product involvement variables. In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a cross-sectional work in terms of time frame. Study population consisted of all consumers of mobile phones in Tehran. The sample group participants were selected through Convenience Sampling method. Statistical analyses were carried out in PLS and revealed that all aspects of product design (aesthetic, functional and symbolic) had a positive and significant effect on the psychological responses of consumers. The results of hypotheses in relation to the moderating variable of consumption experience showed that consumption experience had a moderating role in the impact of all aspects of product design on psychological responses of consumers. The results also showed that product Involvement had a moderating role in affecting all aspects of product design on consumer behavior responses. In order to improve the psychological responses of mobile phone users, it is important to pay attention to product design and its three dimensions.


  1. [1] Moon, H., Park, J., Kim, S. (2015). The Importance of an Innovative Product Design on Customer Behavior: Development and Validation of a Scale. J PROD INNOV MANAG, 32 (2), 224- 232. [2] Hsu, Ch. L., Chen, Y. Ch., Yang, T.N., Lin, W.K., Liu, Y.H. (2018). Does product design matter? Exploring its influences in consumers’ psychological responses and brand loyalty. Information Technology & People, 31 (3), 886-907. [3] Candi, M., Jae, H., Makarem, S., Mohan, M. (2017). Consumer responses to functional, aesthetic and symbolic product design in online reviews. Journal of Business Research, 81, 31-39. [4] Homburg, C., Schwemmle, M. and Kuehnl, C. (2015). New product design: concept, measurement, and consequences. Journal of Marketing, 23 (4), 41-56. [5] Brunner, R., Emery, S., & Hall, R. (2008). Do you matter? How great design will make people love your company. Upper Saddle River, NJ: FT Press. [6] Lee, S., Johnson, Z.S. (2017). The effect of new product design and innovation on South Korean consumer’s willingness to buy. Asia Pac J Mark Logist, 29 (1), 98–113. [7] Gilal, N.G., Zhang, J., Gilal, F.G. (2018). Linking product design to consumer behavior: the moderating role of consumption experience. Psychology Research and Behavior Management, 169-185. [8] Palazon, M., Delgado-Ballester, E. (2013). Hedonic or utilitarian premiums: does it matter. European Journal of Marketing, 47 (8), 1256-1275. [9] Ryynänen, T., Heinonen, V. (2018). From nostalgia for the recent past and beyond: the temporal frames of recalled consumption experiences. Int J Consum Stud, 42(1), 186–194.- Schiffman, L., Bednall, D., O’Cass, A., Paladino, A., Ward, S., & Kanuk, L. (2008). Consumer behaviour (4th ed.). Australia: Pearson Education Australia, Frenchs Forest. [10] Brunner, C.B., Ullrich, S., Jungen, P. and Esch, F.R. (2016). Impact of symbolic product design on brand evaluations. Journal of Product & Brand Management, 25 (3), 307-320. [11] Chitturi, R., Raghunathan, R., & Mahajan, V. (2007). Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences. Journal of Marketing Research, 44, 702–714. [12] Bloch, P. H. (2011). Product design and marketing: Reflections after fifteen years. The Journal of Product Innovation Management, 28(3), 378–380. [13] Fenko, A., Rompay, T. (2018). Consumer-Driven Product Design. Methods in Consumer Research, 2, 427-462. [14] Leder, H., Belke, B., Oeberst, A. and Augustin, D. (2004). A model of aesthetic appreciation and aesthetic judgments. British Journal of Psychology, 95 (4), 489-508. [15] Boztepe, S. (2007). User value: competing theories and models. International Journal of Design, 1 (2), 55-63. [16] Allen, M. W., & Ng, S. H. (1999). The direct and indirect influences of human values on product ownership. Journal of Economic Psychology, 20, 5–39. [17] Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52–68. [18] Orquin J, Thøgersen J. (2014). The mediated influence of a traceability label on consumer’s willingness to buy the labelled product. J Bus Ethics. 124 (2), 283–295. [19] Muñiz, A. M., & O'Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27, 412–432. [20] Rosenbaum, M. S., & Martin, D. (2012). Wearing community: Why customers purchase a service firm's logo products. Journal of Services Marketing, 26, 310–321. [21] Li, M., Dong, Z.Y, Chen, X. (2012). Factors influencing consumption experience of mobile commerce: a study from experiential view. Internet Res, 22(2), 120–141. [22] Bigné, J., Mattila, A.S., Andreu, L. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. J Serv Mark, 22(4), 303–315. [23] Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48–63. [24] Arnold, M. J., Reynolds, K. E. (2003). Hedonic shopping motivations. J Retail, 79 (2), 77–95. [25] Lesschaeve, I., & Bruwer, J. (2010). The importance of consumer involvement and implications for new product development. Consumer-driven innovation in food and personal care products, 195, 386 –423). [26] Kwon, S.J. and Chung, N. (2010). The moderating effects of psychological reactance and product involvement on online shopping recommendation mechanisms based on a causal map. Electronic Commerce Research and Applications, 9 (6), 522-536. [27] Husic, M., Cicic, M. (2009). Luxury consumption factors. J Fash Mark Manag, 13 (2), 231–245. [28] Rodríguez-Molina, M.A., Frías-Jamilena, D.M. and Castaneda-García, J.A. (2015). The contribution of website design to the generation of tourist destination image: the moderating effect of involvement. Tourism Management, Vol. 47, pp. 303-317. [29] Knox, S. and Walker, D. (2003). Empirical developments in the measurement of involvement, brand loyalty and their relationship in grocery markets. Journal of Strategic Marketing, 11 (4), 271-286. [30] Wetzels, M.,Odekerken-Schroder, G., & Van Oppen,C. (2009).Using PLS path modeling for assissing hierarchical construct models :Guidelines and empirical illustration. MIS Quartery,33 (1),177.