Aesthetic appraisal of product designs: Independent effects of typicality and arousal

Theories differ on how typicality and arousal influence aesthetic appraisal and whether these processes together interact or have independent effects on aesthetic appraisal. This research investigates the simultaneous effects of typicality and arousal on aesthetic appraisal for product designs by ma...

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Bibliographic Details
Published in:The British journal of psychology 2012-02, Vol.103 (1), p.44-57
Main Authors: Blijlevens, Janneke, Carbon, Claus-Christian, Mugge, Ruth, Schoormans, Jan P. L.
Format: Article
Language:English
Subjects:
Aesthetics
Applied psychology
Arousal - physiology
Biological and medical sciences
Color Perception - physiology
Consumer Behavior
Effects
Esthetics - psychology
Experimental psychology
Female
Form Perception - physiology
Fundamental and applied biological sciences. Psychology
Humans
Male
Manipulation
Middle Aged
Miscellaneous
Product design
Psychological Tests
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
Reaction Time - physiology
Visual Perception - physiology
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Summary:Theories differ on how typicality and arousal influence aesthetic appraisal and whether these processes together interact or have independent effects on aesthetic appraisal. This research investigates the simultaneous effects of typicality and arousal on aesthetic appraisal for product designs by manipulating both processes separately: typicality by prototype deviation and arousal by colour saturation levels. We demonstrate that typicality has a curvilinear relationship with aesthetic appraisal. Additionally, arousal has a positive linear relationship with aesthetic appraisal of product designs. Moreover, arousal can influence aesthetic appraisal independent from typicality.
ISSN:0007-1269
2044-8295
DOI:10.1111/j.2044-8295.2011.02038.x