Visual Typicality and Novelty As Joint Predictors of Aesthetic Preference: the Influence of Design Expertise and Product Category Interest

A reported finding is that visual typicality and novelty both affect aesthetic judgments for products but suppress each other’s effect (Hekkert, Snelders, and Van Wieringen 2003). This study (based on two samples; N=207 and N=53) replicates these effects over a larger set of products and product categories, and shows that they are moderated by (a) a generalized design expertise and sensibility of consumers (Centrality of Visual Product Aesthetics?CVPA), and (b) consumer’s interest in the product category. The results heighten insight into aesthetic preference formation and help companies in determining the level of visual typicality and novelty in their designs.

Citation:

Marielle E.H. Creusen and Dirk Snelders (2011) ,"Visual Typicality and Novelty As Joint Predictors of Aesthetic Preference: the Influence of Design Expertise and Product Category Interest", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 528-529.