A picture is worth a thousand words! How visual storytelling transforms the aesthetic experience of novel designs

2020 ◽  
Vol 29 (7) ◽  
pp. 913-926 ◽  
Author(s):  
Christin Seifert ◽  
Veena Chattaraman
Keyword(s):  
Aesthetic Experience ◽  
Visual Design ◽  
Cognitive Responses ◽  
Holistic Model ◽  
Significant Interaction Effect ◽  
Visual Storytelling ◽  
Content Type ◽  
Holistic Understanding ◽  
The Aesthetic ◽  
Aesthetic Judgments

Purpose This study aims to provide a holistic understanding of how visual storytelling influences the objective and subjective cognitive responses of consumers, namely objective aesthetic impression and subjective aesthetic association, and aesthetic judgments in response to differing levels of novelty in design innovations. Design/methodology/approach A mixed-factorial experimental study manipulating the novelty of chair designs (moderate/high) and visual design stories (present/absent) was conducted among 263 female US consumers to test the proposed research model. Findings With respect to the main effects of novelty and visual design stories, consumers had more positive cognitive responses and aesthetic judgments to: product designs with moderate (vs high) novelty; and products with visual design stories than without. A significant interaction effect uncovered that visual design stories particularly aided products with high (vs moderate) design novelty with respect to objective aesthetic impressions. Examination of the structural relationships between the variables revealed that subjective aesthetic associations mediate the relationship between objective aesthetic impressions and aesthetic judgments. Practical implications To mitigate risk in radical design innovations, marketers should use visual storytelling to communicate product form associations and enable consumers to successfully decode the meaning of novel designs during initial encounters. Originality/value By examining a holistic model involving both perceptual and conceptual product concepts, this study fills a critical research void to develop insightful implications on bridging the gap between novel product designs and consumer understanding.

Aesthetic Judgments and Their Cultural Grounding

2019 ◽  
Vol 2018 (3) ◽  
pp. 269-281
Author(s):  
Stefan Majetschak
Keyword(s):  
Eighteenth Century ◽  
Aesthetic Experience ◽  
Aesthetic Object ◽  
Theoretical Approaches ◽  
Complex Approach ◽  
Cultural Grounding ◽  
The Aesthetic ◽  
Aesthetic Judgments

Abstract At present, the theoretical approaches of Baumgarten and Kant continue to constitute the framework for discussing the nature of aesthetic judgments about art, including the question of what such judgments are really articulating. In distinction to those two eighteenth-century theorists, today we would largely avoid an assumption that aesthetic judgments necessarily attribute beauty to the objects being judged; we would as a rule take a far more complex approach to the topic. But whatever we say about art, even today many theorists wish to ground aesthetic judgments in particularities of the aesthetic object, like Baumgarten, or in specific moments of the aesthetic experience, like Kant.

The creative minds of extraordinary pastry chefs: an integrated theory of aesthetic expressions – a portraiture study

2020 ◽  
Vol 32 (9) ◽  
pp. 3015-3034
Author(s):  
Kai-Sean Lee ◽  
Denise Blum ◽  
Li Miao ◽  
Stacy R. Tomas
Keyword(s):  
Design Methodology ◽  
Qualitative Methodology ◽  
Aesthetic Experience ◽  
Content Type ◽  
Wassily Kandinsky ◽  
Integrated Theory ◽  
Theoretical View ◽  
The Aesthetic ◽  
Material Artifacts ◽  
Depth Interviews

Purpose This paper aims to demystify the creative experiences of an extraordinary group of pastry chefs – The Malaysian World Pastry Team, champions of the 2019 World Pastry Cup. The authors adopted an expressionist theoretical lens informed by two aesthetic philosophers – John Dewey and Wassily Kandinsky. Design/methodology/approach A two-year portraiture was conducted – a qualitative methodology that draws features from phenomenology and narrative inquiry, rendering artistically and empirically written “portraits” that reflect themes and patterns of participants’ experiences. In-depth interviews, observations and material artifacts were collected amid a journey alongside nine extraordinary Malaysian pastry chefs. Findings Presented in story structures, the authors offer three “portraits” of culinary creativity, each representing a core essence of the creative phenomenon: creative harmony in the form of sensorial and symbolic poetry; imaginative episodes as a hypnotic state of inspiration and incubation; and the creative duality of scientific rationalism and artistic fashion. The authors delineated the intricacies of each theme by presenting them as individual narratives. Research limitations/implications The portraits indicated that culinary creativity reflects an organic and emancipating aesthetic experience that is unbounded by formative structures or sequential processes. This provides a novel theoretical view that moves beyond conventional studies’ capitalistic frameworks, and toward the intimate viewpoints of the chef-creators. Specific contributions are discussed. Originality/value Through a unique qualitative approach and an aesthetic theoretical framework, this study provided a novel perspective on the culinary creative process. The aesthetic view captures culinary creativity through the eyes of the creator, a viewpoint less considered, yet imperative to the culinary profession.

scholarly journals AESTHETIC EXPERIENCE AND AESTHETIC JUDGMENTS: THE FEATURES OF THE RELATIONSHIPS

2020 ◽  
pp. 187-194
Keyword(s):  
Aesthetic Experience ◽  
Aesthetic Judgment ◽  
Human Existence ◽  
Inner Life ◽  
Complete Absorption ◽  
The Aesthetic ◽  
State Of Affairs ◽  
The Mind ◽  
Relationship Of ◽  
Aesthetic Judgments

The article examines the essence and relationship of aesthetic experience and aesthetic judgment. It is argued that philosophical aesthetics deals with constants that are fundamental to aesthetic experience. Such constants are phenomena and characteristics that have a fundamental ontological status in the aesthetic sphere. It was found that the ontological characteristic of aesthetic experience is that it is not reducible to “pure” rationality, that is, it is not something that is “adapted” to complete and final comprehension by the mind alone. Therefore, a complete “absorption” of aesthetic experience by a certain semantic structure is impossible: such experience always goes beyond any discursive boundaries and simultaneously opens them. In addition, aesthetic experience serves as one of the means of a person’s “contact” with the world and society. Forming on the material of sensations, aesthetic experience extends from the most general ideas about the universe to the inner life of a person. The analysis also showed that the formulation of an aesthetic judgment is based on the concepts of the perfect and the imperfect. In turn, the mastery of such concepts is carried out in the process of correlating a certain aesthetic fact with the existing value scale. That is why aesthetic judgments have signs of normativity. They also create the basis for a common worldview and attitude, lay the foundation for mutual understanding between people of a certain culture. The study showed that the process of aesthetic assessment is a constant correlation of the existing state of affairs with something ideal (within a certain value scale), this is a permanent “demand” for perfection, as well as a tireless search for an opportunity to fulfill this “demand”. At the same time, ethical experience is dissociated from “pure” pragmatics, which personifies vital necessity, because the aesthetic sphere is always associated with a certain “redundancy” in human existence. Also, the results obtained in the course of the study suggested that philosophical aesthetics, which takes into account and investigates the specificity of the phenomenon of corporeality, as well as such phenomena of human existence as affective sensitivity and sensitive rationality, is able to overcome the limitation of “an-esthetic” naturalism in aesthetics.

Aesthetic perception of a small office with different daylighting systems

2017 ◽  
Vol 27 (9) ◽  
pp. 1187-1202 ◽  
Author(s):  
Claudia Moscoso ◽  
Barbara Matusiak
Keyword(s):  
Aesthetic Experience ◽  
Semantic Differential ◽  
Aesthetic Perception ◽  
Significant Interaction Effect ◽  
Clear Sky ◽  
Single Side ◽  
The Aesthetic ◽  
Sky Conditions ◽  
Overcast Sky

The quality of a lit environment cannot be deduced solely from the quantity of light. Therefore, daylighting studies should not only be focused on the usage of lighting metrics but should also consider the aesthetic experience. This paper examines the influence of daylighting systems on the aesthetic perception of a small office. One single side lit office was equipped with four different daylighting systems (white blinds, high-reflecting blinds, hybrid light shelf and mirror light shelf) under two sky conditions (clear sky and overcast sky). In total, eight stimuli were captured and presented via stereoscopic images. Fifty participants evaluated the images using the semantic differential scale to rate nine architectural quality attributes. The results from MANOVA indicated that both the daylighting systems and the type of sky had an effect on the aesthetic attributes, and that the significant interaction effect suggested that the aesthetic perception of a daylighting system depends on the type of sky. Subsequent statistical findings showed that the high-reflecting blinds comprised the daylighting system that scored highest in nearly all attributes under both clear and overcast sky conditions.

A dining table without food: the floral experience at ethnic fine dining restaurants

2019 ◽  
Vol 122 (6) ◽  
pp. 1819-1832 ◽  
Author(s):  
Yen-Cheng Chen ◽  
Pei-Ling Tsui ◽  
Hsin-I Chen ◽  
Hui-Ling Tseng ◽  
Ching-Sung Lee
Keyword(s):  
Quantitative Research ◽  
Aesthetic Experience ◽  
Sensory Stimulation ◽  
Emotional Reactions ◽  
Tablet Computers ◽  
Content Type ◽  
Brand Recognition ◽  
Tourist Experience ◽  
Marketing Tool ◽  
The Aesthetic

Purpose A high-end ethnic restaurant is a tourism experience that can increase the attractiveness and brand recognition of a tourism destination. The restaurant environment is a key element that affects consumer visits. The purpose of this paper is to adopt Schmitt’s experience module to analyse tourist preferences and experiences with respect to floral styles in ethnic fine dining restaurants. The results of this study are intended to serve as a reference for operators of fine dining establishments in designing flower arrangements. Design/methodology/approach This study adopts a quantitative research method. A sample was developed using tablet computers to simulate flower arrangements in restaurants. The research tools included a floral style preference scale and a tourist floral experience scale. Findings Based on the results, the test subjects preferred European floral design styles in restaurants. Restaurant environments with floral arrangements were best at relaxing the test subjects. A restaurant’s floral style was positively correlated with various aspects of the tourist experience. Gender, age, Chinese flower styles, Japanese flower styles, European flower styles and other variables enabled forecasting the degree of the tourist experience. Originality/value When a consumer exhibits higher preference for a restaurant’s floral style, the level of the tourist experience increases. This study investigates the aesthetic experience of restaurants and restaurant atmosphere as a marketing tool. Sensory stimulation within the restaurant atmosphere can be based on the five senses such that tourists may, through the design of the restaurant environment, have specific emotional reactions that improve their tourist experience and reinforce the restaurant’s brand image.

scholarly journals “Is it all just lip service?”: on Instagram and the normalisation of the cosmetic servicescape

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Victoria Rodner ◽  
Amy Goode ◽  
Zara Burns
Keyword(s):  
Cosmetic Surgery ◽  
Service Industry ◽  
The Body ◽  
Visual Storytelling ◽  
Content Type ◽  
Emotional Labour ◽  
Mediated Discourse ◽  
Body Dysmorphia ◽  
The Aesthetic ◽  
Depth Interviews

Purpose To better understand the uptake of cosmetic procedures in the wake of Instagram, this study aims to unravel how the aesthetic labour of influencers acts as the packaging of the cosmetic servicescape. In doing so, the authors contribute to theorising of aesthetic and emotional labour within the services marketing literature, fleshing out the bodywork of influential others not as employees but endorsers, who act like the “walking billboards” (Zeithaml and Bitner, 2003) for the cosmetic service industry. Design/methodology/approach This study adopts a dual qualitative approach to data collection, coupling netnographic material from Instagram posts with 16 in-depth interviews with female Instagram users who have undergone or hope to undergo cosmetic surgery. Using mediated discourse analysis, the authors weave their visual and discursive data together for a richer account of the commoditisation of cosmetic surgery. Findings Adopting a postfeminist neoliberal lens, where women are viewed as aesthetic entrepreneurs who are constantly working on the body and the self, the findings of the study reveal how influencers’ aesthetic and emotional labour help package, propagate and demystify the cosmetic servicescape. Through their visual storytelling, we see how influencers help endorse (local) cosmetic services; commoditise cosmetic procedures through the conspicuous display of their ongoing body projects whilst masking the labour and pain involved; and how face-filters that use augmented reality (AR) technology foster new forms of (digitised) body dysmorphia. Originality/value The authors shed light on the darker side of social media and body-enhancing technologies, where tales of body transformation trivialise cosmetic intervention and AR technology induces a digitised body dysmorphia.

scholarly journals The Impact of Motor Imageries on Aesthetic Judgment of Chinese Calligraphy: An fMRI Study

2021 ◽  
Vol 15 ◽  
Author(s):  
Mingcheng He ◽  
Wei Zhang ◽  
Hira Shahid ◽  
Yushan Liu ◽  
Xiaoling Liang ◽  
...  
Keyword(s):  
Motor Imagery ◽  
Aesthetic Experience ◽  
Aesthetic Judgment ◽  
Aesthetic Appreciation ◽  
Chinese Calligraphy ◽  
Imaging Results ◽  
Kinesthetic Imagery ◽  
The Aesthetic ◽  
The Impact ◽  
Aesthetic Judgments

Previous behavioral studies on aesthetics demonstrated that there was a close association between perceived action and aesthetic appreciation. However, few studies explored whether motor imagery would influence aesthetic experience and its neural substrates. In the current study, Chinese calligraphy was used as the stimuli to explore the relationship between the motor imagery and the aesthetic judgments of a participant using functional magnetic resonance imaging. The imaging results showed that, compared with the baseline, the activation of the brain regions [e.g., anterior cingulate cortex (ACC), putamen, and insula] involved in perceptual processing, cognitive judgments, aesthetic emotional, and reward processing was observed after the participants performed motor imagery tasks. The contrast analyses within aesthetic judgments showed that the kinesthetic imagery significantly activated the middle frontal gyrus, postcentral gyrus, ACC, and thalamus. Generally, these areas were considered to be closely related to positive aesthetic experience and suggested that motor imagery, especially kinesthetic imagery, might be specifically associated with the aesthetic appreciation of Chinese calligraphy.

Aptness and beauty in metaphor

2016 ◽  
Vol 9 (2) ◽  
pp. 316-331 ◽  
Author(s):  
MARGUERITE MCQUIRE ◽  
LAUREN MCCOLLUM ◽  
ANJAN CHATTERJEE
Keyword(s):  
Young Adults ◽  
Individual Differences ◽  
Aesthetic Experience ◽  
Life Experience ◽  
Emotional Content ◽  
Elderly Adults ◽  
Single Sentence ◽  
Psycholinguistic Variables ◽  
The Aesthetic ◽  
Aesthetic Judgments

abstractMetaphors are comparisons that link dissimilar conceptual domains. We hypothesized that the aptness of a metaphor is linked to the reader’s experience of beauty, and that age and expertise influence these aesthetic judgments. We had young adults, literary experts, and elderly adults rate metaphors for beauty or aptness. Experimental materials consisted of single-sentence novel metaphors whose familiarity, figurativeness, imageability, interpretability, and overall valence ratings were known. Results suggest that beauty and aptness of metaphors are linked for elderly adults but are orthogonal for young adults and literary experts. Elderly participants seem to conflate emotional content with aptness. Young adults are most swayed by a perceived feeling of familiarity when rating for aptness, but not for beauty. Literary experts are relatively unaffected by the psycholinguistic variables, suggesting an emotionally distanced approach to these sentences. Individual differences in literary training and life experience have varying effects on the aesthetic experience of metaphor in regard to beauty and aptness.

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