“…Individuals or things that are aesthetically pleasing in appearance receive preference and are expected to receive preference (Dion, Berscheid, & Walster, 1972) Personal benefits of being beautiful include higher wages (French, 2002;Hamermesh & Parker, 2005), more attention from instructors (Babad, Inbar, & Rosenthal, 1982), and better teaching evaluations from students (Hamermesh & Parker, 2005). Product aesthetics is often the only differentiating factor in crowded or mature markets (Artacho-Ramirez, Diego-Mas, & Alcaide-Marzal, 2008;Postrel, 2002;Tractinsky, 2006), while customers expect attractive things to work better regardless of their real performance (Norman, 2002a). In addition, a customer's positive response to the design's aesthetics may improve his or her mood and overall impression of the system (Tractinsky et al, 2000).…”