The concept of personal innovativeness in information technology (PIIT) is often used in an IS context to understand the adoption of IT products and services. However, to the best of our knowledge, few studies have investigated the influence of PIIT on visual product aesthetics (AES) and the consumer's self-connection with brand. By comparing smartphone and functional phone users, this study revealed that PIIT is a significant predictor in explaining centrality of visual product aesthetics (CVPA) and self-brand connection (SBC). PIIT also acts as a predictor of AES and moderates the relationship between satisfaction (SAT) and SBC for smartphone users but not for functional phone users. For both user groups, CVPA predicts AES, and AES contributes to SAT and SBC. The academic and managerial implications of these results were discussed.