The role of aesthetic taste in consumer behavior |
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Authors: | Wayne D Hoyer Nicola E Stokburger-Sauer |
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Institution: | (1) Department of Marketing, McCombs School of Business, University of Texas at Austin, Austin, TX, USA;(2) Department of Strategic Management, Marketing and Tourism, School of Management, University of Innsbruck, Innsbruck, Austria |
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Abstract: | In light of the increasing interest in hedonic aspects of consumer behavior, it is clear that consumer taste plays a critical
role in judgment and decision making, particularly for hedonic products and services. At the present time, however, our understanding
of consumer aesthetic taste and its specific role for consumer behavior is limited. In this article, we review the literature
from a variety of fields such as sociology, psychology, philosophy, and consumer behavior in order to develop a conceptual
definition of consumer aesthetic taste. We then explore various issues related to taste and develop a conceptual framework
for the relevance of expertise vs. taste in consumer decision-making. Finally, we present an agenda for future research on
this important topic. |
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