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

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.


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.


Amitava Chattopadhyay, INSEAD, Singapore
Antonios Stamatogiannakis, IE Business School, Spain
Gerald Gorn, The University of Hong Kong, Hong Kong


NA - Advances in Consumer Research Volume 39 | 2011

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