Emotional behavior

Consumer responses to functional,Product design can have a substantial effect on consumers'

emotions (Hekkert & McDonagh, 2003; Kim, Lee, & Choi, 2003). For example, Desmet and
Dijkhuis (2003) find that wheelchair designs can influence how consumers feel about the
product, and Kim et al. (2003) show that varying website designs can elicit different levels of
emotion. Keller (2012) posits that functional performance influences both consumer cognitions
and emotions and that functional aspects should not be ignored because they are critical to how
consumers evaluate products. Kervyn, Fiske, and Malone (2012). Influence of customer
engagement Patterson, Yu, and De Ruyter (2006) claimed that customer engagement was the
psychological, cognitive, and emotional levels shown by customers while interacting with a
certain organization or brand. Bowden (2009).
Word of mouth
Brand love Love is understood as a subjectively experienced combination of the dimensions of
intimacy, passion and commitment (Aron and Westbay, 1996), whereas brand love is “the degree
of passionate emotional attachment a satisfied consumer has for a particular trade name” (Carroll
and Ahuvia, 2006, p. 5). Although brand love positively correlates with attitude, involvement
and satisfaction. The Influence of Word De Matos and Rossi (2008) identified the antecedents of word
of mouth communication more broadly: satisfaction, loyalty, quality, commitment, confidence and
perceived value. Factors influencing In fact, research shows that about 15 percent of our daily
conversations have some product or service-related content ( Jalilvand and Samiei, 2012a). Here people
do things via WOM as marketing activities. They (Silverman, 2001, pp. 20-26): • help others become
aware and caring new products or services; • give out freely coupons to friends; • share samples with
co-workers and friends; • talk about product or service features and benefits; and • tell the
manufacturer what they do not like about a product or service. The characteristics of a WOM network
make consumers comfortable in engaging about products or services (Balter, 2008, pp. 47-57).

Trust ans satisfaction

E-retailing ethics Morgan and Hunt (1994) mentioned that, “Indeed, because commitment involves
vulnerability, parties will seek only trustworthy partner”. This view informs the suggestion that trust is a
precursor to commitment. Several studies show that commitment is a precursor to satisfaction (e.g.
Johnson et al., 2008). Farrelly and Quester (2005) noted that “It seems logical to argue here that trust
and commitment are key factors of satisfaction. Göran et al. (2010) Found that commitment relates
positively to satisfaction: The Roles of However, customer satisfaction can also reflect the impact of the
performance on a customer’s emotional state (Rosenberg 1960),

H4: Thus we hypothesize that aesthetic of products are positively related with consumer
commitment.