Aesthetic Influence on Consumer Behavior

Carmela Donato ()
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Carmela Donato: University of Roma Tre

Chapter Chapter 3 in Eco-Label Visual Design and Sustainability, 2025, pp 39-73 from Springer

Abstract: Abstract This chapter defines the concept of aesthetics and its influence on consumer behavior, emphasizing its impact on visual appeal and the evaluation of visual stimuli. It discusses aesthetic psychology and the dimensions of aesthetic experience, highlighting the roles of psychographic and collative variables in appreciating visual stimuli. The chapter delves into the fluency process as a key mechanism that explains the relationships between visual dimensions and aesthetic appreciation. Additionally, it examines how aesthetic dimensions and fluency affect consumer perceptions across various marketing domains, including eco-labels, showcasing their importance in shaping consumer attitudes and decision-making processes.

Keywords: Aesthetics; Psychophysical variables; Collative variables; Fluency theory; Eco-label design (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82761-7_3

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DOI: 10.1007/978-3-031-82761-7_3

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