Visual product aesthetics has become an increasingly important topic for marketing practitioners and the success of several famous companies like Apple, Dyson, Swatch, or Alessi is attributed to their ability to offer products with a superior aesthetic appeal. This practical relevance is reflected in an increasing amount of academic research on visual product aesthetics and marketing research has made important contributions in a steadily rising number of publications on this topic. Despite several advances, marketing academics are still considered to be novices in investigating aesthetic issues. Neglecting research on visual aesthetics in other disciplines, such as psychology, philosophy, sociology, and design research has led to a rather narrow and limited perspective of aesthetic issues in marketing research. Conducting both conceptual as well as empirical research studies, this cumulative dissertation contributes to the study of visual aesthetics in marketing research by (a) delineating the domain of visual consumer aesthetics and formally defining its critical constructs, and by (b) investigating the role of the context and individual differences. The conceptual studies broaden the field of study by delineating the domain of consumer aesthetics, formally defining its critical constructs, highlighting relationships between them, and suggesting implications for future research. The empirical studies contribute to theories of consumers processing of aesthetic stimuli by providing evidence that consumers responses to the visual appearance of products depend on both individual differences and the context, in which the product is embedded. Further, from the theoretical and empirical findings, this dissertation derives implications for managers who want to differentiate their offerings through their visual appearance.