Aesthetics in Marketing
By Henrik Hagtvedt, Carroll School of Management, Boston College, USA, hagtvedt@bc.edu
Abstract
This work reviews aesthetics research in marketing. The account highlights central characteristics of this domain, situates it among related domains such as art, design, and sensory effects, and introduces additional constructs for consideration (e.g., functional- and conceptual aesthetics). A literature review is organized in terms of aesthetics principles, outcomes of these principles, and contexts in which these principles operate. Promising avenues for future research are integrated into the review. A subsequent section revisits the literature with an in-depth discussion of one of the principles: ambiguity. This latter section serves not only to spotlight an important aspect of aesthetic experience, but also to illustrate the interconnectivity between different parts of the aesthetics literature. Different principles and types of aesthetic elements figure—often simultaneously—in current contexts such as branding and product design. Better understanding of their respective roles may aid marketers in the use of aesthetics as a strategic tool.
Aesthetics in Marketing
Aesthetic design is pervasive in the marketplace, where it influences consumer behavior, endows products with value, and differentiates between brands. In fact, research suggests that aesthetic appeal drives sales across most product categories. The time is ripe for taking stock of the state of research in this domain. Aesthetics in Marketing begins with a characterization of this domain of research and then organizes extant literature in two ways: First, it provides an overview of aesthetics principles, outcomes stemming from these principles, and contexts in which these principles operate. Second, it zooms in on the principle of ambiguity in specific to provide a detailed discussion of ambiguous versus accessible aesthetic elements. The author also provides directions for future research.
