A Moderated Perceptual Model of Product Aesthetic Evaluations

We propose that consumers’ product aesthetic evaluations reflect the interactive relations between consumers’ individual characteristics and their aesthetic perceptions of the product category ideal and the product category stereotype. We test this perceptual model in one lab and two field experiments. Results support the notion that aesthetic evaluations arise from (1) the perceptual distance between the product and the stereotype (novelty) and (2) the perceptual distance between the product and the ideal (concinnity). The relative weight that consumers place on each distance is moderated by their aesthetic “expertise,” as measured by the Centrality of Visual Product Aesthetics.



Citation:

Frederic Brunel and Scott Swain (2007) ,"A Moderated Perceptual Model of Product Aesthetic Evaluations", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 444-445.

Authors

Frederic Brunel, Boston University
Scott Swain, Boston University



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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