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A Neuroaesthetic Approach to the Search of Beauty From the Consumer's Perspective
Abstract
Consumers pursue hedonism and beauty throughout the decision-making processes regarding purchases and consumption. The five senses (sensory marketing) will be essential in the aesthetic perception that consumers have in these processes. Therefore, consumers will go to points of purchase that they consider attractive. Consumers want the packaging of the products to satisfy their needs of making a gift to other people or to themselves. The product needs to be visually appealing – we can even think of something as simple as a piece of fruit, or something much more sophisticated, such as a cellular phone. Advertising strategies (billboards, commercials) need to stimulate this quest for beauty. Marketing strategists have been aware of this reality for a long time. However, the new neuromarketing and neuroaesthetic techniques can be useful complements to understand the consumers quest for beauty.
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