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Towards a Measuring Scale of Aesthetic Attitude, as Applied to Book Cover Design
[Comment mesurer l’attitude esthétique ? Validation d’une échelle de mesure appliquée au design de couvertures de livres]

Author

Listed:
  • François Durrieu

    (Kedge BS - Kedge Business School)

  • Stephane Magne

    (PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines)

Abstract

In product marketing, aesthetic attributes are often regarded as buying factors. Packaging design shows how difficult it is to measure them : so far one-item preference scales have been the most commonly used in research. This article develops a new concept : the consumer's aesthetic attitude. The first step, which is theoretical, insists on three main dimensions of this concept : aesthetic evaluation, mental imagery and the emotional reactions resulting from the product design stimuli. In a second step, a measure of this trait is validated by structural equations (AMOS). The validation field focuses on book cover design.

Suggested Citation

  • François Durrieu & Stephane Magne, 1999. "Towards a Measuring Scale of Aesthetic Attitude, as Applied to Book Cover Design [Comment mesurer l’attitude esthétique ? Validation d’une échelle de mesure appliquée au design de couvertures de livres]," Post-Print hal-05521651, HAL.
    • Handle: RePEc:hal:journl:hal-05521651
    Note: View the original document on HAL open archive server: https://hal.science/hal-05521651v1
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