Towards a Measuring Scale of Aesthetic Attitude, as Applied to Book Cover Design

Comment mesurer l’attitude esthétique ? Validation d’une échelle de mesure appliquée au design de couvertures de livres

François Durrieu and Stephane Magne ()
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François Durrieu: Kedge BS - Kedge Business School
Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

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Abstract: In product marketing, aesthetic attributes are often regarded as buying factors. Packaging design shows how difficult it is to measure them : so far one-item preference scales have been the most commonly used in research. This article develops a new concept : the consumer's aesthetic attitude. The first step, which is theoretical, insists on three main dimensions of this concept : aesthetic evaluation, mental imagery and the emotional reactions resulting from the product design stimuli. In a second step, a measure of this trait is validated by structural equations (AMOS). The validation field focuses on book cover design.

Date: 1999-05-15
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Published in 15e Congrès International de l’Association Française du Marketing, AFM, May 1999, Strasbourg, France

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