Aesthetics in Marketing

This work reviews aesthetics research in marketing. The account highlights central characteristics of this domain, situates it among related domains such as art, design, and sensory effects, and introduces additional constructs for consideration (e.g., functional- and conceptual aesthetics). A literature review is organized in terms of aesthetics principles, outcomes of these principles, and contexts in which these principles operate. Promising avenues for future research are integrated into the review. A subsequent section revisits the literature with an in-depth discussion of one of the principles: ambiguity. This latter section serves not only to spotlight an important aspect of aesthetic experience, but also to illustrate the interconnectivity between different parts of the aesthetics literature. Different principles and types of aesthetic elements figure—often simultaneously—in current contexts such as branding and product design. Better understanding of their respective roles may aid marketers in the use of aesthetics as a strategic tool.