분야
pptx2. Introduction
3. The concept of taste
4. The role of taste in the consumer decision-making process
5. Directions for future research
6. Conclusion
Hedonic products and services
vs.
utilitarian products and services
Science : personal attitude or reaction toward an aesthetic or social situation, regarded as either good or bad
Psychology : related to an individual’s sense of aesthetics that is considered as something positive essence related to beauty
Sociology : considered to be part of an individual’s cultural capital
Philosophy : the natural capacity to take pleasure in certain artistic and natural objects by means of one’s own sensory experience
Taste
Objective : develop a better understanding of the concept of aesthetic taste and its role in consumer behavior
1.How does consumer aesthetic taste relate to individual’ different senses(i.e., sight, sound, touch, smell, and gustatory taste)?
Aesthetic facet
Gustatory taste with Sight and Sound by Allen & Hoegg
Ex) Sprite soda
Compare between the two options
taste Consumption Object
Way to express the influence of specific class
The standard that classifies the social class
Learned ability of socially, cultural
Way of the taste’s expression
Subjective side : Personal or Individual
Everyone has his/her own taste
We can not dispute about it
