Towards a New Model of Consumer Aesthetic Evaluation of Product Design

By Aaron Francis Ward.

Published by The Design Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The following discussion research introduces a theoretical model of postmodern consumer aesthetic product design evaluation. At present, theory and research into consumer aesthetic evaluation is comparatively disparate, and arguably lacking in meta-theoretical integration. The aim of the model is to integrate knowledge from the disciplines of design, consumer behaviour and linguistics to produce a fully recursive model of generative consumer behaviour with sociological and psychological implications using generative-structuralist theory. The model is hoped to provide insight into not so much what consumers evaluate aesthetically, but how their evaluations are made. Further, it is hoped to provide practitioners and researchers with a platform for discussion of the factors contributing to consumer aesthetic evaluation, as well as where they might fit into the proposed model.

Keywords: Consumer Aesthetic Evaluation, Marketing & Consumer Behaviour, Product Design, Generative Structuralism, Semiotics

Design Principles and Practices: An International Journal, Volume 4, Issue 1, pp.145-160. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.265MB).

Dr. Aaron Francis Ward

Teacher/Student, Commerce Division, Lincoln University, Christchurch, New Zealand

I am a full-time Ph.D student studying Marketing and Consumer Behaviour. I have undergraduate degrees in Psychology, Business Management, teaching, and an M.Sc in Psychology (evolutionary aesthetic psychology). I also have many years of teaching experience in language. My personal interests include product design, architecture, popular culture and photography.

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