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Towards a Model of Consumer’s Aesthetic Experience: The Effects of Product Form and “Personal Aesthetic Sensitivity” on Consumer’s Aesthetic Attitude
[Vers un modèle de l’expérience esthétique du consommateur : apports et limites de la notion de forme-design et des deux concepts d’attitude esthétique et de sensibilité esthétique personnelle]

Author

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  • 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 such attributes. The aim of this research is to develop two new measuring scales : the Consumer's Aesthetic Attitude (C.A.A.) and its independent variable, "Personal Aesthetic Sensitivity" (P.A.S.). The first concept — the Consumer's Aesthetic Attitude — is based on three main theoretical dimensions : aesthetic evaluation, mental imagery and the emotional reactions resulting from the product design stimuli. The second concept — "Personal Aesthetic Sensitivity" — is rooted in a qualitative approach : a thematic content analysis and an Jungian interpretative frame justify P.A.S. dimensions. The quantitative results reveal several aesthetic types. For both C.A.A. and P.A.S. concepts, a two-way validation is applied : principal component analysis and structural equations. Book cover design is used as the main validation field. These two measuring scales of the aesthetic experience can be applied to market study as well as marketing research.

Suggested Citation

  • Stephane Magne, 1999. "Towards a Model of Consumer’s Aesthetic Experience: The Effects of Product Form and “Personal Aesthetic Sensitivity” on Consumer’s Aesthetic Attitude [Vers un modèle de l’expérience esthétique du consommateur : apports et limites de la notion de f," Post-Print hal-05521666, HAL.
    • Handle: RePEc:hal:journl:hal-05521666
    Note: View the original document on HAL open archive server: https://hal.science/hal-05521666v1
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