A Multi-Dimensional Investigation of the Aesthetic Similarities of Consumer Durable Goods

Abstract

Marketers agree that product styling and design are important influences on consumer preference and choice. Using a photo sort procedure and multidimensional scaling, potential inherent individual aesthetic qualities or stylistic considerations are examined. Initial findings suggest that the respondents, in their early 20’s, are inexperienced in aesthetic assessments. It also appeared that these respondents used simple heuristics to deal with the large number of product stimuli. Common dimensions discovered in this sample included shape (round elements vs rectangular elements) and color (usually bright or multicolored elements vs monochromatic elements).