A Review of the Impact of Aesthetic Experience on Consumers' Purchase Decisions

Abstract

Nowadays, the society is in the era of the awakening of the national aesthetic consciousness, and people are paying more and more attention to their spiritual enjoyment of aesthetics. Especially in the consumption scene, consumers have begun to pay more attention to the aesthetic experience in the purchase process, but the research on aesthetic experience design has not been systematically sorted out. Based on the research of scholars in psychology, art design and brand marketing, this paper analyzes the aesthetic elements that affect aesthetic experience, as well as the differences in aesthetic preferences of different aesthetic power groups, and also analyzes the role of aesthetic experience in different purchase periods of consumption scenarios, as well as the thinking perspective of brands on aesthetic experience design. This paper concludes that products and consumer services with aesthetic elements can bring consumers a universal aesthetic experience, thereby stimulating purchase intention and driving purchase decisions. Based on this, in the future development of brands, people should pay attention to the research and setting of aesthetic experience according to product positioning, and academic research should also dig deeper into the laws of aesthetic experience and verify more detailed operation methods that can be implemented.