The role of car aesthetics on consumers' decisions: an example from Romania

Corina P. Tarţa, Ioan Plăiaş, Luis F. Martinez, Luisa M. Martinez

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Visual impact is essential when consumers are assessing car preferences. The purpose of this paper is to present a holistic model focusing on car aesthetic dimensions and its impact on consumers' purchase decisions. Our findings are based on a questionnaire completed by 388 participants and analyzed with SPSS and AMOS. The results show not only that the aesthetic dimensions such as color, shape and sound influence the processing stimuli, but also the significant and positive relationships established between the stimuli and the purchase decision. Also, this study can guide marketers when developing an effective marketing strategy. As our research focuses on the Romanian market, testing our framework in different cultures is strongly encouraged.

Original languageEnglish
Pages (from-to)33-43
Number of pages11
JournalScientific Annals of Economics and Business
Issue number1
Publication statusPublished - 1 Jan 2020


  • Aesthetics
  • Automotive market
  • Competitive advantage
  • Consumer behavior
  • Visual perception


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