["Journal of Consumer Behaviour, EarlyView. ", "\nABSTRACT\nThis research provides comprehensive insight into the influence of aesthetic liking on product preference across different types of durable product categories by uncovering the underlying process. Distinguishing a direct expressive influence of aesthetic liking and an indirect influence as a quality signal, referring to signaling theory, we assessed the moderating effect of brand strength (a powerful quality signal) and category type (expressive or utilitarian) on the effect of aesthetic liking on consumer product preference. In two online studies (N = 218 and N = 151), consumers respectively evaluated four and two products (household appliances and wearables) that varied in visual attractiveness and brand strength. Results of a moderated mediation model showed that consumers concurrently used aesthetic liking and brand strength as performance quality signals. The effect of aesthetic liking on perceived quality tended to be greater for weak (unfamiliar) than for strong (familiar and liked) brands, but was influential for both. When performance quality is important to consumers (i.e., for utilitarian products), this interaction effect can in turn influence product preference. For expressive products, aesthetic liking mainly directly affected preference, which was independent of brand strength. This research provides comprehensive insight into the extent and way in which aesthetic liking impacts consumer product preference, including the moderating influence of brand strength and product type, with relevant implications for theory and practice.\n"]