When Complexity Is Symmetric: the Interplay of Two Core Determinants of Visual Aesthetics

Jan R. Landwehr, Goethe University, Germany
Stefan Mayer, Goethe University, Germany
Is processing fluency sufficient to understand how consumers form aesthetic preferences? We show for objective symmetry and complexity positive results on aesthetic liking: complexity through a direct (cognitive) effect, symmetry through moderated mediation in enhancing the effect of fluency. Results imply to include different design factors in consumer research conjointly.
[ to cite ]:
Jan R. Landwehr and Stefan Mayer (2014) ,"When Complexity Is Symmetric: the Interplay of Two Core Determinants of Visual Aesthetics", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 608-609.