Too new or too complex? Why consumer's aesthetic sensitivity matters in product evaluation
Expertise in the arts affects aesthetic experience, hence experts are more capable than amateurs in comprehending complex and challenging works due to their experience and knowledge (Silvia, 2012). Consumers high in aesthetic sensitivity place more importance on product design and have a conviction that the designed environment affects the quality of life for all (Bloch et al., 2003). Hence, this study proposes that high CVPA consumers will have a more positive aesthetic response to: 1) high than low complexity apparel designs (H1a); and 2) high than low novelty apparel designs (H2a). Low CVPA consumers will have a more positive aesthetic response to: 1) low than high complexity apparel designs (H1b); and 2) low than high novelty apparel designs (H2b).