The Consumer’s Personal Aesthetic Sensitivity

La Sensibilité Esthétique Personnelle du consommateur

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 research investigates the existence of stable aesthetic preferences toward objects and explores whether Personal Aesthetic Sensitivity (PAS) can be considered a psychological/psychographic variable that explains preferences in product and packaging design. Conceived as a potential trigger of the consumer's aesthetic experience—defined as the hedonic pleasure derived from the aesthetic dimension of an object—PAS is examined through a mixed-method approach. Following a conceptual and theoretical framing, a qualitative phase based on thematic content analysis identifies exploratory aesthetic types and proposes a Jungian-inspired interpretative framework. A quantitative phase then complements the study through construct measurement, data analysis, and a discussion of managerial implications for marketing and product and packaging design.

Date: 2003
Note: View the original document on HAL open archive server: https://hal.science/hal-05522288v1
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Published in DUNOD. Emballage et Conditionnement : Marketing – Techniques - Mise en œuvre – Qualité - Réglementation - Les Référentiels DUNOD, Partie 5 (Chapitre 14), DUNOD, pp.1-34, 2003

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05522288

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