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Aesthetic appraisal of product designs: Independent effects of typicality and arousal
Author(s) -
Blijlevens Janneke,
Carbon ClausChristian,
Mugge Ruth,
Schoormans Jan P. L.
Publication year - 2012
Publication title -
british journal of psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.536
H-Index - 92
eISSN - 2044-8295
pISSN - 0007-1269
DOI - 10.1111/j.2044-8295.2011.02038.x
Subject(s) - psychology , arousal , cognitive appraisal , cognitive psychology , product (mathematics) , social psychology , cognition , neuroscience , mathematics , geometry
Theories differ on how typicality and arousal influence aesthetic appraisal and whether these processes together interact or have independent effects on aesthetic appraisal. This research investigates the simultaneous effects of typicality and arousal on aesthetic appraisal for product designs by manipulating both processes separately: typicality by prototype deviation and arousal by colour saturation levels. We demonstrate that typicality has a curvilinear relationship with aesthetic appraisal. Additionally, arousal has a positive linear relationship with aesthetic appraisal of product designs. Moreover, arousal can influence aesthetic appraisal independent from typicality.