A few weeks ago, Joëlle Lagier, marketing professor at Excelia, presented her study ‘Why are some objects more appealing than others to consumers?’ at Gamma 2018 (Global Alliance of Marketing & Management) international conference, which took place in Japan.
For her study, and faced with 5 competing articles, Joëlle Lagier received first prize in the ‘L’Oréal Professorship in Creativity Marketing on Beauty & Marketing’.
Her work looked at the aesthetic perception of consumers in the field of design objects and tested a scale of aesthetic design already validated in other artistic sectors (Lagier J - 2006, Lagier J and Godey B - 2002, Lagier J, Godey B and Pederzoli D - 2009).
The results of this study help explain the choice and preference for certain design objects and emphasise the existence of different aesthetic profiles in this context.
