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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

Read More

Featured

Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada

Read More

Featured

Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.