The Effect of Product Aesthetics on Older Consumers

Abstract

Older consumers are a quickly increasing segment of the consumer market. However, few products have been designed specifically for this group, and little research has been done specifically on their aesthetic perceptions. This study focuses on symmetry and cultural elements related to aesthetics from older persons’ points of view. The experiment featured 77 subjects (24 males; 53 females; ages 55–70) who responded to a survey of seven questions. Independent variables included symmetry and asymmetry with and without cultural elements, while dependent variables covered subjective aesthetics, emotions (i.e., valence, arousal), preference attitudes, and purchase intension. A total of 32 stimuli were used to examine (1) high symmetry + a high culture pattern × 8, (2) high symmetry + a low culture pattern × 8, (3) low symmetry + a low culture pattern × 8, and (4) low symmetry + a high culture pattern × 8. The results showed that female participants tend to be more sensitive to products that include cultural elements, and older consumers have greater aesthetic responses to products with symmetry than those marked by asymmetry. Products with cultural elements also had greater responses than products without cultural meanings.