Aesthetic Appraisal of Product Designs: Independent Effects of Processing Fluency and Arousal
Processing fluency and arousal are processes related to aesthetic appraisal of product designs. Different theories exist on whether these processes interact or have independent effects on aesthetic appraisal. We investigate this by systematically manipulating both processes separately: processing fluency through prototype deviation and arousal through color saturation levels. We find that processing fluency has a parabolic relationship and arousal has a linear, positive relationship with aesthetic appraisal of product designs. Additionally, arousal influences aesthetic appraisal independent from processing fluency: when aesthetic appraisal is at maximum in terms of processing fluency, it can be further elevated through arousal inducing properties.
Janneke Blijlevens, Claus-Christian Carbon, Ruth Mugge, and Jan P.L. Schoormans (2011) ,"Aesthetic Appraisal of Product Designs: Independent Effects of Processing Fluency and Arousal ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 532-533.
Janneke Blijlevens, Delft University of Technology, Industrial Design Engineering, The Netherlands
Claus-Christian Carbon, University of Bamberg, Department of Psychology, Germany
Ruth Mugge, Delft University of Technology, Industrial Design Engineering, The Netherlands
Jan P.L. Schoormans, Delft University of Technology, Industrial Design Engineering, The Netherlands
E - European Advances in Consumer Research Volume 9 | 2011
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