WHY ARE SOME OBJECTS MORE APPEALING THAN OTHERS TO CONSUMERS? DEVELOPMENT OF A MEASUREMENT SCALE OF AESTHETIC STYLE FOR DESIGN PRODUCTS
The strategic stakes of differentiation are so great for companies that the adequacy between aesthetic perception of the products and functional benefits for consumers must be taken into account. To this end, we put together and tested an exploratory measurement scale of aesthetic style. Its three dimensions can be interpreted within the conceptual framework of the perception of design products.
Keywords: Design, Aesthetic Style, Affective Intensity, Cognitive Discrimination, Cognitive Differentiation, Tolerance for Ambiguity
