Get More Great Stuff!

Join over 90,000 subscribers! Get a free weekly update with exclusive content.
No spam, ever. Enter your email here:

Why do people love Apple products so much?

Products with good design affirm your sense of self:

Just as good looks bestow an unconscious “beauty premium” on people, high aesthetics bestows an unrecognized benefit on consumer goods. Specifically, choosing a product with good design affirms the consumer’s sense of self. Choice of a highly aesthetic product was compared with choice of products superior on other attributes including function, brand, and hedonics to show that only aesthetics influences a consumer’s personal values. In study 1 a prior self-affirming task leads to a decrease in choice share of a highly aesthetic option. Studies 2 and 3 mimic prior research on self-affirmation with, however, choice of a highly aesthetic product replacing a traditional self-affirmation manipulation. Choosing a product with good design resulted in increased openness to counter-attitudinal arguments and reduced propensity to escalate commitment toward a failing course of action. There are numerous implications of this form of self-affirmation, from public policy to retail therapy.

Source: “Self-Affirmation through the Choice of Highly Aesthetic Products” from Journal of Consumer Research

Join 25K+ readers. Get a free weekly update via email here.

Related posts:

Can seeing the Apple logo make you more creative?

10 proven ways to be more creative

What are creative people like?

About Eric Barker