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Visual information quality is one of the most important elements that determines online shoppers' experience on a web site. Yet, currently many e‐tailers use poor quality visual information such as small and blurry images. Therefore, the purpose of this paper is to investigate the impact of visual information quality on online shoppers' affective responses and behavioral intent toward the web site. The theoretical framework of perceptual fluency, the ease with which perceptual forms (i.e. objects) are processed, guided the research.

A theoretical model was developed based on the literature and tested using multivariate analysis of variance (MANOVA) and structural equation modeling (SEM). The model proposed a mediating effect of pleasure in creating positive aesthetic evaluations and behavioral outcomes of the perceptual fluency effect. An online experiment (n=1,999) was employed with two levels of perceptual fluency.

MANOVA results confirmed the perceptual fluency effect on aesthetic evaluation and pleasure. SEM analysis supported the proposed model. Pleasure had a stronger impact on behavioral intent than aesthetic evaluation. Theoretical and managerial implications of the perceptual fluency effect on online consumer behavior are discussed.

Previous research has not addressed perceptual fluency from a strong theoretical framework. The paper empirically tested and extended the perceptual fluency hypothesis. Although previous researchers observed the fluency effect on preference choices without testing the mediating effect of affect, this paper examined the mediating role of affect and confirmed the importance of pleasure in aesthetic evaluation. Also, this paper extends the scope of the perceptual fluency effect beyond aesthetic preference/evaluations to behavioral intent.

Urban typogenetics investigates the use of machine intelligence for the evaluation of performance measures as a decision support system (DSS) with a focus on urban aesthetics evaluation. This framework allows designers to address performance measures, urban measures and aesthetic criteria in an adaptive, interactive generative design approach. The purpose of this paper is to provide an understanding of the structure and the nature of the framework and the application of human-in-the-loop design systems to urban design.

Significant literature reviewed lead to the identification of an application potential in the decision-making process. This potential is situated around the use of AI for the evaluation of subjective performance criteria in a DSS. Recognising that the key decisions about urban aesthetics are based on the individual evaluation of the designer, an HITL approach for computational design software to support creative decisions is presented in this paper.

Urban typogenetics for interactive generative urban design allows the exploration of complex design spaces by using a human-in-the-loop design system in the context of urban aesthetics. Hybrid aesthetic evaluation allows the designer to analyse morphological features and urban aesthetics during exploratory search and reveal hidden aspects of the urban context by visualisation of the results of the aesthetic evaluation. Integrating performance measures and urban aesthetics in urban typogenetics addresses major criteria of urban design at the beginning of the creative process.

The use of a broad interactive approach to typogenetic design in an application to urban scenarios is a novel conceptual approach to the design of urban configurations. The suggested adaptive mechanism would allow the user of a typogenetic tool to subjectively evaluate solutions by sight and reason about aesthetic, social and cultural implication of the reviewed design solutions.

This paper aims to investigate the effect of hotel aesthetics as represented in online spaces (e.g. online travel agency website) in prospective guests’ evaluation of expected service quality and booking intentions, as well as the interplay between aesthetic and functional values as related to those outcomes.

A scenario-based experimental design is conducted with 203 Chinese respondents. A between-subject two-way multivariate analysis of covariance (high vs low aesthetic value; high vs low functional value), which also controlled for respondents’ individual tendency to appreciate beauty, is used.

Results show that high aesthetic value hotels are more likely to be booked and perceived as able to deliver better services in SERVQUAL dimensions of tangibles, reliability and assurance. There are no significant effects for responsiveness and empathy. Given the presence of the aesthetic effect, hotel functional value has no impact on the outcome variables.

Hotel managers are recommended to employ professional photographer-artists who are aware of the aesthetic value of hotels and can translate this value into information technology-mediated spaces. Such professionals should be able to create a composition that balances the elements of classic (e.g. symmetry vs asymmetry) and expressive (e.g. color) aesthetics.

This research brings out a number of insights from the product experience literature in the hospitality context and points to the limitations of the product visual attractiveness in engendering positive service quality evaluation.

There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory interaction of visual and tactile evaluation for products salient in single sensory modality. The purpose of this paper is to address this gap and investigate how multisensory evaluation influences overall attitude and purchase intentions. Further, the role of individual personality variable in influencing the interrelationship between sensory evaluation and behavioral outcomes are examined.

The data for this study were collected from 126 students who responded to attitude towards the product and purchase intentions after evaluating three experimental tasks. Repeated measures analysis of variance was carried out to test the multisensory interaction hypotheses.

The multisensory interaction of tactile and visual information was found to significantly increase the consumer attitudes for products dominant on single sensory modality of touch. Further, the multisensory evaluation led to greater purchase intentions than visual or tactile evaluation.

The paper is perhaps first to investigate multisensory interaction of tactile and visual sensory information in evaluation of products that are salient in touch properties. The current study further examines the role of individual personality variables in influencing interrelationship between sensory evaluation and purchase intentions.

This paper aims to investigate the role of showcasing a product with its cast shadow (formed in the ad’s background by the advertised product) on consumer product perceptions.

Three experimentally designed studies, incorporating two product categories, demonstrate the impact of visual presentation of a product with its shadow on consumer evaluations. A total of 203 participants (MTurkers, and student respondents at a southern university) provided data for these studies through questionnaires (online as well as paper-pencil formats).

Findings reveal that the presence of a product’s cast shadow in the ad frame increases its visual acuity, which in turn enhances its luxury perceptions. Downstream, a product shadow’s presence positively impacts its overall evaluations, through enhanced product luxury perceptions. Also, consumers with high Centrality of Visual Product Aesthetics (CVPA) demonstrate a stronger liking for such product presentations.

The current findings not only demonstrate the positive impact of product shadows on consumer perceptions, but also enrich the luxury and aesthetics literature streams.

Advertisers often subjectively use product shadows as stylistic tools in marketing communications. This research offers some practical guidelines to use shadows in fostering product luxury perceptions and better target aesthetically-sensitive consumers.

Advertising research suggests that visual styling and presentation of products significantly impacts consumer perceptions. However, the role of product shadows has not yet been empirically examined. This paper makes an attempt to test whether and how product shadows impact consumer perceptions.

The purpose of this paper is to find the optimal rotary motion conditions to create drapes in fabric to visually convey tactile “softness/hardness” and identify key physical factors in visual evaluations of fabric “softness/hardness” via videos of fabric draping.

Subjects evaluated visually and by touch, the “softness/hardness” of fabrics draped over a cylinder. In the visual evaluation experiment, subjects were presented with 16 videos of the movement of fabric drapes when the cylinder was rotated (four rotation speeds and four angular acceleration rates) and they evaluated the “softness/hardness” of each fabric visually. By examining the “softness/hardness” ratings in the two experiments, the optimal rotary motion condition that conveyed fabric “softness/hardness” was identified. Changes in the shape of fabric drape when moving under optimal rotary motion conditions were analyzed to determine key physical factors that affected visual evaluations of fabric “softness/hardness.”

Optimal rotary motion conditions (rotation speed and angular acceleration rate) that expressed each fabric’s “softness/hardness” appropriately were identified. Additionally, the magnitude of change in the angle of fabric drape when rotating under optimal rotary motion conditions was the key factor used in visual evaluation of each fabric’s “softness/hardness.”

The conditions needed to produce visual images that convey fabric “softness/hardness” only through visual information (i.e. without touching the fabric) were identified, based on the fabric’s bending rigidity. The magnitude of change in the angle of fabric drape enabled accurate visual judgments of fabric “softness/hardness.”

The purpose of this paper is to compare and find the significance of aesthetic standards related to the packaging design of pure milk among two groups of parents and children in order to help the designers and marketers to identify these two groups of consumers well.

The results of questionnaire were used to get the required data. The selected samples were divided into two groups of 110 parents and children aged between seven and 14 years old who responded to the questions. The subjects were compared and evaluated within the convenience stores in the cosmopolitan city of Tehran based on four independent variables as the influential factors in packaging attractiveness. Data were analyzed through the statistical analysis software using the Independent t-test analysis.

The results of analysis showed that all the variables vary significantly among these two groups. Besides, the importance and priority of variables were determined for each group based on the mean score of each variable.

According to the results of this study, it could be concluded that the selection criteria and packaging attractiveness varies among children and parents, and the aesthetic factors of packaging could be used with different priorities for these two groups. And also at the end of research some practical recommendations are presented in order of importance based on parents’ preferences.

The purpose of this study is to examine the role of artistic elements in a shopping mall’s experiential marketing strategy and the effects of artistic elements on customer shopping value (e.g. utilitarian, hedonic and symbolic) and shopper response (e.g. satisfaction, behavioural intention).

Data were collected from 300 shoppers in a shopping mall in Bangkok, Thailand. A partial least square-structural equation model was used to examine the impact of the artistic elements along with other elements in the shopping mall on shopper response through perceived shopping value.

Empirical evidence shows that artistic elements in an artified mall have a positive effect on customer hedonic and symbolic value, which in turn leads to positive shopper response. Artistic elements perform better than other elements in predicting symbolic value.

The findings suggest that artistic elements should be considered a new source of mall differentiation and customer experience enhancement. Unique artistic elements add emotional and symbolic appeal to the mall, and mall managers should carefully choose artistic content that matches the position and target shoppers of their mall.

This paper proposed and empirically examined the effect of artistic elements as the new fourth atmospheric element. It extends the art infusion theory by applying it to the “non-luxury” shopping mall context to demonstrate the spillover effect of art on shopping value, which further influence shopper response.

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.

The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.

A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.

This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.

This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.