Visual Aesthetics and Product Design: Who, What, and When, They All Matter

Amitava Chattopadhyay, INSEAD, Singapore
Antonios Stamatogiannakis, IE Business School, Spain
Gerald Gorn, The University of Hong Kong, Hong Kong
We suggest an integrative perspective regarding drivers of aesthetic preference. In line with a “perceptual” fluency account, properties of the object, the context, and the observer interact to affect aesthetic preference. Examining any of them in isolation, a common practice in previous research, can result in incomplete conclusions.
[ to cite ]:
Amitava Chattopadhyay, Antonios Stamatogiannakis, and Gerald Gorn (2011) ,"Visual Aesthetics and Product Design: Who, What, and When, They All Matter", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 495-496.