Uniquely designed products ::when unique aesthetic product designs destroy – and create – customer value

Common wisdom suggests that aesthetically unique product designs fulfill consumers’ “need for uniqueness,” appeal more to consumers, and sell better. Recent research indicates that the effect might also be negative. We join this debate and suggest that the impact of aesthetic uniqueness should be negative, particularly in cases where products are purchased to be used. When products are purchased as investments (i.e., to retain resale value), the effect of aesthetic uniqueness is positive on consumers’ evaluations of the product. The reversal is driven by consumers’ desire to catch attention with their investments. Products that catch attention are easier to resell, as they “market themselves” on secondhand markets. This finding provides insight into when products should be designed in a more unique versus ordinary way. Using secondary and experimental data on sneakers, cars, watches, and NFTs, 3 pre-studies and 5 studies document our findings.