Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement

Frédéric F. Brunel · Todd J. Arnold

788 citations0/0 files storedJournal of Consumer Research

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Color perception and design Consumer Retail Behavior Studies Aesthetic Perception and Analysis

Abstract

This research conceptualizes and develops a scale to measure individual differences in the centrality of visual product aesthetics (CVPA), defined as the level of significance that visual aesthetics hold for a particular consumer in his/her relationship with products. Three related dimensions of product aesthetics centrality emerged from the research: value, acumen, and response intensity. A series of eight studies provided evidence that the CVPA measure possesses satisfactory reliability and validity. Additionally, this research illuminates important differences between high and low CVPA consumers in product-design-related evaluations and behaviors and provides suggestions for future research employing the scale.

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References

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