Yeah so you want people to desire your products, to have a certain bond or attachment with them.
Aesthetics is one factor, and the other one is meaning / a story they get involved in. A product simply fits a person on a feeling-level, it resonates and interacts involving the right emotions, thoughts and lifestyle surrounding the product experience, or it doesn’t. Then there are models of emotion and human values that can help in discerning what type of product design intention will fit the market.
For a start you can read a few groundwork papers by Pieter Desmet in Delft. Ruth Mugge is another researcher who is more of this time perhaps and focuses on the role of personalization in how it affects the product-person fit.