A Moderated Perceptual Model of Product Aesthetic Evaluations,

Frederic Brunel, Boston University
Scott Swain, Boston University
We propose that consumers’ product aesthetic evaluations reflect the interactive relations between consumers’ individual characteristics and their aesthetic perceptions of the product category stereotype and the product category ideal. We test this perceptual model in one lab and two field experiments. Results support the notion that aesthetic evaluations arise from (1) the perceptual distance between the product and the stereotype (novelty) and (2) the perceptual distance between the product and the ideal (concinnity). The relative weight that consumers place on each distance is moderated by their aesthetic “expertise,” as measured by the Centrality of Visual Product Aesthetics.
[ to cite ]:
Frederic Brunel and Scott Swain (2008) ,"A Moderated Perceptual Model of Product Aesthetic Evaluations,", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research.