The Relationship Between Design Typicality, Novelty and Aesthetic Judgments

The preference-for-prototypes theory states that consumers aesthetically prefer typical, easy to classify objects. However, empirical support for this theory is mixed. Two studies show that next to a preference for prototypes, there is an independent effect of novelty on aesthetic preference, and that novelty variation may suppress the effect of typicality on aesthetic preference. The second study predicted - but did not find - that the novelty effect is based on a slower, more effortful evaluative process. We conclude by discussing the possibility that the novelty effect is also based on fast automatic processing, based on higher attention and surprise-induced arousal.


Marielle E.H. Creusen, Jan P.L. Schoormans, and Robert W. Veryzer (2005) ,"The Relationship Between Design Typicality, Novelty and Aesthetic Judgments", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 502-503.


Marielle E.H. Creusen, Delft University of Technology
Jan P.L. Schoormans, Delft University of Technology
Robert W. Veryzer, Rensselaer Polytechnic Institute


E - European Advances in Consumer Research Volume 7 | 2005

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