Brand Aesthetics by Gérald Mazzalovo (auth.)

By Gérald Mazzalovo (auth.)

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Holbrook and Zirlin (1985) simplified this and suggested that the aesthetic assessment process is actually a simple continuum of a hedonic pleasure that goes from the simplest to the most profound. Yet there is some research that shows a decoupling between the positive aesthetic judgement and the pleasure produced by the object (Fischer 1968). The approach to aesthetics adopted in this study leads to a focus on the cognitive and sensory aspects of aesthetic experience. This is consistent with the research trends in motivational theory (McGuire 1976) that distinguish cognitive and emotional aspects of an individual’s motivation.

This is based on a number of parameters such as intensity of stimuli, dimensional dominance, expectations, needs, novelty, and persistent values of consumers. We highlight here the importance of the values that constitute the ethics of an individual, in this perception phase, thus justifying the need for a clearly perceivable brand ethics. How to make the maximum appeal to the five senses? If the aesthetic of a brand is essentially its specific approach to the sensory, all the questions just raised are naturally within its jurisdiction.

These motivations fall into two categories: the cognitive and the emotional. The former corresponds to aspects of personality which lead the individual to adapt to his environment and give meaning to his actions. The latter leads to the experience of satisfaction and to the achievement of emotional goals. The semiotic and identity-based concept of brand aesthetics that we have adopted clearly addresses the two categories of dynamic internal factors of the psychological process of the consumer purchase decision.

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