Towards a Measuring Scale of “Personal Aesthetic Sensitiveness” in the product design field: in search of consumers aesthetic types

Sensibilité Esthétique Personnelle” et design de produit: à la recherche de types esthétiques de consommateurs

Stephane Magne ()
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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: This paper presents the theoretical, qualitative and quantitative steps of "Personal Aesthetic Sensitiveness" (P.A.S.) development. This concept is rooted in a qualitative approach. P.A.S. dimensions are justified by a thematic content analysis and a Jungian interpretative frame. The quantitative results reveal four aesthetic types. The P.A.S. construct (related to consumers aesthetic experience) can be applied to market segmentation (market study) as well as marketing research on consumer behaviour.

Date: 2002-06-03
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Published in 1ère Journée AFM sur le Marketing Sensoriel, CERAM, Jun 2002, Sophia Antipolis, France

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