The power of liking: Highly sensitive aesthetic processing for guiding us through the world

Abstract

Assessing liking is one of the most intriguing and influencing types of processing we experience day by day. We can decide almost instantaneously what we like and are highly consistent in our assessments, even across cultures. Still, the underlying mechanism is not well understood and often neglected by vision scientists. Several potential predictors for liking are discussed in the literature, among them very prominently typicality. Here, we analysed the impact of subtle changes of two perceptual dimensions (shape and colour saturation) of three-dimensional models of chairs on typicality and liking. To increase the validity of testing, we utilized a test-adaptation-retest design for extracting sensitivity data of both variables from a static (test only) as well as from a dynamic perspective (test-retest). We showed that typicality was only influenced by shape properties, whereas liking combined processing of shape plus saturation properties, indicating more complex and integrative processing. Processing the aesthetic value of objects, persons, or scenes is an essential and sophisticated mechanism, which seems to be highly sensitive to the slightest variations of perceptual input. © 2012 S J Faerber, C-C carbon published under a creative commons licence.