Study reveals evaluation modes influence decision making in product choices, highlighting aesthetic taste across expertise and acumen.
The study investigates the cognitive aspects of aesthetic taste, which is a subjective quality linked to individuals’ ability to make superior aesthetic judgments. It explores how evaluation modes during product choice decision-making relate to aesthetic taste. We defined taste through two dimensions: expertise (professional experience) and acumen (consumption experiences). By comparing research participants in a consumer study across these dimensions, we analyzed decision-making patterns using both quantitative and qualitative methods. Our results show that participants with low aesthetic taste (across both dimensions) express their product choice in terms of product attributes they dislike. We also find that the expression of personal preferences is associated with low aesthetic taste for the expertise dimension but is associated with high aesthetic taste for the acumen dimension.
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Asuzu et al. (2025) studied this question.
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