The role of aesthetic taste in consumer behavior

In light of the increasing interest in hedonic aspects of consumer behavior, it is clear that consumer taste plays a critical role in judgment and decision making, particularly for hedonic products and services. At the present time, however, our understanding of consumer aesthetic taste and its spec...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2012, Vol.40 (1), p.167-180
Main Authors: Hoyer, Wayne D., Stokburger-Sauer, Nicola E.
Format: Article
Language:English
Subjects:
18th century
Aesthetics
Analysis
Business and Management
Business enterprises
Consumer attitudes
Consumer behavior
Consumer preferences
Consumers
Consumption
Cultural capital
Decision making
Forecasts and trends
Industry forecasts
Management
Marketing
Neuromarketing
Philosophy
Purchase intention
Senses
Social Sciences
Sociology
Strategic management
Studies
Taste
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Summary:In light of the increasing interest in hedonic aspects of consumer behavior, it is clear that consumer taste plays a critical role in judgment and decision making, particularly for hedonic products and services. At the present time, however, our understanding of consumer aesthetic taste and its specific role for consumer behavior is limited. In this article, we review the literature from a variety of fields such as sociology, psychology, philosophy, and consumer behavior in order to develop a conceptual definition of consumer aesthetic taste. We then explore various issues related to taste and develop a conceptual framework for the relevance of expertise vs. taste in consumer decision-making. Finally, we present an agenda for future research on this important topic.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-011-0269-y