Aesthetic appraisal of product designs: Independent effects of typicality and arousal

Professorship/Faculty: General Psychology and Methodology  
Authors: Blijlevens, Janneke; Carbon, Claus-Christian  ; Mugge, Ruth; Schoormans, Jan P. L.
Title of the Journal: The British journal of psychology
ISSN: 2044-8295
Corporate Body: British Psychological Society
Publisher Information: Hoboken, NJ [u.a.] : Wiley
Year of publication: 2012
Volume: 103
Issue: 1
Pages / Size: 44 - 57 : Ill., graph. Darst.
Year of first publication: 2011
Language(s): English
DOI: 10.1111/j.2044-8295.2011.02038.x
Document Type: Article
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.
Release Date: 11. December 2012