Neuroaesthetics: A Concise Review of the Evidence Aimed at Aesthetically Sensible Design
2
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
In recent years, advancing technology and growing interest in neuromarketing and neurobranding have led to foundational research that facilitates a better understanding of consumers’ affective responses and unconscious information processing. However, the areas of aesthetics and design have remained largely unaffected by such advances and implications. The purpose of this study is to present a systematic review of the neuroscientific evidence aimed at sensible design for design and marketing researchers interested in exploring neuroaesthetics, an interdisciplinary area by nature. Sciencedirect, EBSCO, and the Google Scholar database were searched in February 2014 to select and review previous studies of aesthetics involving neuroscience. Twenty-eight studies were reviewed and divided into two categories: reward system and emotion. In addition to discussions on previous approaches, future research directions focusing on the process of aesthetic judgments (e.g., design elements, marketing stimuli) are proposed.
Abstract
In recent years, advancing technology and growing interest in neuromarketing and neurobranding have led to foundational research that facilitates a better understanding of consumers’ affective responses and unconscious information processing. However, the areas of aesthetics and design have remained largely unaffected by such advances and implications. The purpose of this study is to present a systematic review of the neuroscientific evidence aimed at sensible design for design and marketing researchers interested in exploring neuroaesthetics, an interdisciplinary area by nature. Sciencedirect, EBSCO, and the Google Scholar database were searched in February 2014 to select and review previous studies of aesthetics involving neuroscience. Twenty-eight studies were reviewed and divided into two categories: reward system and emotion. In addition to discussions on previous approaches, future research directions focusing on the process of aesthetic judgments (e.g., design elements, marketing stimuli) are proposed.
참고문헌 (42)
- Aharon, I., "Beautiful faces have variable reward value : fMRI and behavioral evidence", Neuron, 32(3), pp.537~551 (2001)
- Ambler, T., "Brands on the brain : Neuro‐images of advertising", Business Strategy Review, 11(3), pp.17~30 (2000)
- Bray, S., "Neural coding of reward-prediction error signals during classical conditioning with attractive faces", Journal of Neurophysiology, 97(4), pp.3036~3045 (2007)
- Chatterjee, A., "Neuroaesthetics : A coming of age story", Journal of Cognitive Neuroscience, 23(1), pp.53~62 (2011)
- Chatterjee, A., "The neural response to facial attractiveness", Neuropsychology, 23(2), pp.135~ (2009)
- Cinzia, D. D., "Neuroaesthetics : A review", Neurobiology, 19(6), pp.682~687 (2009)
- Cloutier, J., "Are attractive people rewarding? Sex differences in the neural substrates of facial attractiveness", Journal of Cognitive Neuroscience, 20(6), pp.941~951 (2008)
- Damasio, A., "Eescartes' error: Emotion, reason, and the human brain" (2005), Penguin Books
- Deppe, M., "Evidence for a neural correlate of a framing effect : Bias-specific activity in the ventromedial prefrontal cortex during credibility judgments", Brain Research Bulletin, 67(5), pp.413~421 (2005)
- Deppe, M., "Nonlinear responses within [the medial prefrontal cortex reveal when specific implicit information influences economic decision making", Journal of Neuroimaging, 15(2), pp.171~182 (2005)
- Deppe, M., "Anterior cingulate reflects susceptibility to framing during attractiveness evaluation", Neuroreport, 18(11), pp.1119~1123 (2007)
- Di Dio, C., "The golden beauty: Brain response to classical and renaissance sculptures", PLoS One, 2(11), pp.1201~ (2007)
- Erk, S., "Cultural objects modulate reward circuitry", Neuroreport, 13(18), pp.2499~2503 (2002)
- Fugate, D. L., "Neuromarketing : A layman’s look at neuroscience and its potential application to marketing practice", Journal of Consumer Marketing, 24(7), pp.385~394 (2007)
- Honea, H., "The power of plain : Intensifying product experience with neutral aesthetic context", Marketing Letters, 23(1), pp.223~235 (2012)
- Hubert, M., "Consumer neuroscience the effect of retail brands on the perception of product packaging", Marketing Review St. Gallen, 26(4), pp.28~33 (2009)
- Hubert, M., "A current overview of consumer neuroscience", Journal of Consumer Behaviour, 7(4), pp.272~292 (2008)
- Ishai, A., "Sex, beauty and the orbitofrontal cortex", International Journal of Psychophysiology, 63(2), pp.181~185 (2007)
- Kirk, U., "Modulation of aesthetic value by semantic context : An fMRI study", Neuroimage, 44(3), pp.1125~1132 (2009)
- Kranz, F., "Face perception is modulated by sexual preference", Current Biology, 16(1), pp.63~68 (2006)
- Ledoux, J., "The emotional brain : The mysterious underpinnings of emotional life" (1998), Simon & Schuster
- Morin, C., "Neuromarketing : The new science of consumer behavior", Society, 48(2), pp.131~135 (2011)
- Morris, J. S., "A neuromodulatory role for the human amygdala in processing emotional facial expressions", Brain, 121(1), pp.47~57 (1998)
- O’Doherty, J., "Beauty in a smile : The role of medial orbitofrontal cortex in facial attractiveness", Neuropsychologia, 41(2), pp.147~155 (2003)
- O’Doherty, J. P., "Reward representations and reward-related learning in the human brain : Insights from neuroimaging", Current Opinion in Neurobiology, 14(6), pp.769~776 (2004)
- Ornstein, R., "The evolution of consciousness" (1991), Pearson
- Plassmann, H., "Why companies should make their customers happy: The neural correlates of customer loyalty", Paper presented at the Advances in Consumer Research (2007)
- Plassmann, H., "How choice ambiguity modulates activity in brain areas representing brand preference: Evidence from consumer neuroscience", Journal of Consumer Behaviour, 7(4), pp.360~367 (2008)
- Plassmann, H., "Orbitofrontal cortex encodes willingness to pay in everyday economic transactions", Journal of Neuroscience, 27(37), pp.9984~9988 (2007)
- Plassmann, H., "Marketing actions can modulate neural representations of experienced pleasantness", Proceedings of the National Academy of Sciences, 105(3), pp.1050~1054 (2008)
- Potter, R. F., "Psychophysiological Measurement and Meaning" (2011), Taylor & Francis Group
- Reimann, M., "Aesthetic package design : A behavioral, neural, and psychological investigation", Journal of Consumer Psychology, 20(4), pp.431~441 (2010)
- Renvoise, P., "Neuromarketing" (2007), Thomas Nelson
- Riedl, R., "Are there neural gender differences in online trust? An fMRI study on the perceived trustworthiness of eBay offers", MIS Quarterly, 34(2), pp.397~428 (2010)
- Schaefer, M., "Thinking on luxury or pragmatic brand products : Brain responses to different categories of culturally based brands", Brain Research, 1165, pp.98~104 (2007)
- Senior, C., "Beauty in the brain of the beholder", Neuron, 38(4), pp.525~528 (2003)
- Stoll, M., "What they see is what they get? An fMRI‐study on neural correlates of attractive packaging", Journal of Consumer Behaviour, 7(4), pp.342~359 (2008)
- Tsukiura, T., "Shared brain activity for aesthetic and moral judgments : Implications for the Beauty-is-Good stereotype", Social Cognitive and Affective Neuroscience, 6(1), pp.138~148 (2011)
- Vartanian, O., "Neuroanatomical correlates of aesthetic preference for paintings", Neuroreport, 15(5), pp.893~897 (2004)
- Walla, P., "Novel Frontiers of Advanced Neuroimaging", pp.119~140 (2013), InTech
- Winston, J. S., "Brain systems for assessing facial attractiveness", Neuropsychologia, 45(1), pp.195~206 (2007)
- Zaidel, D. W., "The face, beauty, and symmetry : Perceiving asymmetry in beautiful faces", International Journal of Neuroscience, 115(8), pp.1165~1173 (2005)