3803 
4773品牌美学是由“通往感官世界”的具体元素构成的，其中由视觉元素构成的品牌视觉美学在消费者决策中的作用日益突出。学者们从各个角度对品牌美学中的视觉元素进行了研究，但这些研究庞杂而又零散，尚未形成一个系统化的框架。鉴于此，本文在对品牌美学的研究源起及概念内涵进行探讨的基础上，将品牌视觉美学划分为部分层面的视觉元素构成和整体层面的美学表达，并据此展开述评。部分层面的视觉元素研究主要包括色彩、形状、材质和位置，整体层面则分为视觉特征的客观表达和视觉风格的主观感知。本文的创新点在于，在对视觉元素研究现状进行综述的基础上，初步解构了审美体验形成的过程并构建了品牌视觉审美触发反应链。最后，本文提出了品牌视觉美学未来的研究方向。
品牌美学中的视觉元素研究综述与展望
摘要
参考文献
3 Aaker J. The negative attraction effect? A study of the attraction effect under judgment and choice[J]. Advances in Consumer Research,1991, 18: 462-469.
4 Adaval R. From doubt to functionality: An imagery story[J]. Foundations and Trends in Marketing,2018, 11(2): 73-142. DOI:10.1561/1700000044
5 Aharon I, Etcoff N, Ariely D, et al. Beautiful faces have variable reward value: FMRI and behavioral evidence[J]. Neuron,2001, 32(3): 537-551. DOI:10.1016/S0896-6273(01)00491-3
6 Attneave F. Some informational aspects of visual perception[J]. Psychological Review,1954, 61(3): 183-193. DOI:10.1037/h0054663
7 Batra R, Homer P M. The situational impact of brand image beliefs[J]. Journal of Consumer Psychology,2004, 14(3): 318-330. DOI:10.1207/s15327663jcp1403_12
8 Belk R W, Tian K, Paavola H. Consuming cool: Behind the unemotional mask[A]. Belk R W. Research in consumer behavior[M]. Bingley: Emerald Group Publishing Limited, 2010.
12 Carvalho F M, Moksunova V, Spence C. Cup texture influences taste and tactile judgments in the evaluation of specialty coffee[J]. Food Quality and Preference,2020, 81: 103841. DOI:10.1016/j.foodqual.2019.103841
13 Chandler J, Schwarz N. Use does not wear ragged the fabric of friendship: Thinking of objects as alive makes people less willing to replace them[J]. Journal of Consumer Psychology,2010, 20(2): 138-145. DOI:10.1016/j.jcps.2009.12.008
14 Chandran S, Batra R K, Lawrence B. Is seeing believing? Consumer responses to opacity of product packaging[A]. McGill A L, Shavitt S. Advances in consumer research[M]. Duluth: Association for Consumer Research, 2009.
15 Chatterjee A. Neuroaesthetics: A coming of age story[J]. Journal of Cognitive Neuroscience,2011, 23(1): 53-62. DOI:10.1162/jocn.2010.21457
16 Cian L, Krishna A, Elder R S. This logo moves me: Dynamic imagery from static images[J]. Journal of Marketing Research,2014, 51(2): 184-197. DOI:10.1509/jmr.13.0023
18 Delbaere M, McQuarrie E F, Phillips B J. Personification in advertising[J]. Journal of Advertising,2011, 40(1): 121-130. DOI:10.2753/JOA0091-3367400108
19 Deng L Q, Poole M S. Affect in web interfaces: A study of the impacts of web page visual complexity and order[J]. MIS Quarterly,2010, 34(4): 711-730. DOI:10.2307/25750702
20 Epley N, Waytz A, Cacioppo J T. On seeing human: A three-factor theory of anthropomorphism[J]. Psychological Review,2007, 114(4): 864-886. DOI:10.1037/0033-295X.114.4.864
21 Floch J M. Sémiotique, Marketing et communication. Sous les signes, les strategies[M]. Paris: Presses Universitaires de France, 2002.
22 Gibson J J. The perception of the visual world[M]. Boston: Houghton Mifflin, 1950.
23 Goodale M A, Milner A D. Separate visual pathways for perception and action[J]. Trends in Neurosciences,1992, 15(1): 20-25. DOI:10.1016/0166-2236(92)90344-8
24 Gray K, Wegner D M. Feeling robots and human zombies: Mind perception and the uncanny valley[J]. Cognition,2012, 125(1): 125-130. DOI:10.1016/j.cognition.2012.06.007
25 Grewal L, Hmurovic J, Lamberton C, et al. The self-perception connection: Why consumers devalue unattractive produce[J]. Journal of Marketing,2019, 83(1): 89-107. DOI:10.1177/0022242918816319
26 Gurrieri L. Cool brands: A discursive identity approach[A]. ANZMAC 2009: Sustainable management and marketing conference proceedings[C]. Brisbane: Griffith University, 2009.
28 Han Y, Pandelaere M. All that glitters is not gold: When glossy packaging hurts brand trust[J]. Marketing Letters,2021, 32(2): 191-202. DOI:10.1007/s11002-021-09562-y
30 Im S, Bhat S, Lee Y. Consumer perceptions of product creativity, coolness, value and attitude[J]. Journal of Business Research,2015, 68(1): 166-172. DOI:10.1016/j.jbusres.2014.03.014
31 Inglehart R, Baker W E. Modernization, cultural change, and the persistence of traditional values[J]. American Sociological Review,2000, 65(1): 19-51. DOI:10.2307/2657288
32 Jacobsen T, Schubotz R I, Höfel L, et al. Brain correlates of aesthetic judgment of beauty[J]. Neuroimage,2006, 29(1): 276-285. DOI:10.1016/j.neuroimage.2005.07.010
33 Janiszewski C, Meyvis T. Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment[J]. Journal of Consumer Research,2001, 28(1): 18-32. DOI:10.1086/321945
34 Jindal R P, Sarangee K R, Echambadi R, et al. Designed to succeed: Dimensions of product design and their impact on market share[J]. Journal of Marketing,2016, 80(4): 72-89. DOI:10.1509/jm.15.0036
35 Katerattanakul P. Framework of effective web site design for business-to-consumer internet commerce[J]. INFOR: Information Systems and Operational Research,2002, 40(1): 57-70. DOI:10.1080/03155986.2002.11732641
36 Kim J, Lakshmanan A. How kinetic property shapes novelty perceptions[J]. Journal of Marketing,2015, 79(6): 94-111. DOI:10.1509/jm.14.0284
37 Kim J, Park E. Beyond coolness: Predicting the technology adoption of interactive wearable devices[J]. Journal of Retailing and Consumer Services,2019, 49: 114-119. DOI:10.1016/j.jretconser.2019.03.013
38 Knauff M, Johnson-Laird P N. Visual imagery can impede reasoning[J]. Memory & Cognition,2002, 30(3): 363-371. DOI:10.3758/bf03194937
39 Köhler W. Gestalt psychology: An introduction to new concepts in modern psychology[M]. New York: Liveright, 1970.
40 Krishna A. Interaction of senses: The effect of vision versus touch on the elongation bias[J]. Journal of Consumer Research,2006, 32(4): 557-566. DOI:10.1086/500486
42 Lacey S, Hagtvedt H, Patrick V M, et al. Art for reward’s sake: Visual art recruits the ventral striatum[J]. Neuroimage,2011, 55(1): 420-433. DOI:10.1016/j.neuroimage.2010.11.027
43 Landwehr J R, Wentzel D, Herrmann A. Product design for the long run: Consumer responses to typical and atypical designs at different stages of exposure[J]. Journal of Marketing,2013, 77(5): 92-107. DOI:10.1509/jm.11.0286
44 Leder H, Belke B, Oeberst A, et al. A model of aesthetic appreciation and aesthetic judgments[J]. British Journal of Psychology,2004, 95(4): 489-508. DOI:10.1348/0007126042369811
45 Lee N Y, Noble S M, Biswas D. Hey big spender! A golden (color) atmospheric effect on tipping behavior[J]. Journal of the Academy of Marketing Science,2018, 46(2): 317-337. DOI:10.1007/s11747-016-0508-3
46 Lorenz K. Die angeborenen Formen möglicher Erfahrung[J]. Ethology,1943, 5(2): 235-409. DOI:10.1111/j.1439-0310.1943.tb00655.x
47 Mazzalovo G. Brand aesthetics[M]. London: Palgrave Macmillan, 2012.
48 Meert K, Pandelaere M, Patrick V M. Taking a shine to it: How the preference for glossy stems from an innate need for water[J]. Journal of Consumer Psychology,2014, 24(2): 195-206. DOI:10.1016/j.jcps.2013.12.005
49 Mende M, Scott M L, Van Doorn J, et al. Service robots rising: How humanoid robots influence service experiences and elicit compensatory consumer responses[J]. Journal of Marketing Research,2019, 56(4): 535-556. DOI:10.1177/0022243718822827
50 Meyers-Levy J, Tybout A M. Schema congruity as a basis for product evaluation[J]. Journal of Consumer Research,1989, 16(1): 39-54. DOI:10.1086/209192
51 Meyers-Levy J, Zhu R. Gender differences in the meanings consumers infer from music and other aesthetic stimuli[J]. Journal of Consumer Psychology,2010, 20(4): 495-507. DOI:10.1016/j.jcps.2010.06.006
52 Milosavljevic M, Navalpakkam V, Koch C, et al. Relative visual saliency differences induce sizable bias in consumer choice[J]. Journal of Consumer Psychology,2012, 22(1): 67-74. DOI:10.1016/j.jcps.2011.10.002
53 Mulier L, Slabbinck H, Vermeir I. GIF it to me: The effect of animation on sense of urgency and impulse buying[A]. 2020 Society for consumer psychology annual winter conference[C]. Huntington Beach: Society for Consumer Psychology, 2020.
54 Naletelich K, Paswan A K. Art infusion in retailing: The effect of art genres[J]. Journal of Business Research,2018, 85: 514-522. DOI:10.1016/j.jbusres.2017.10.030
55 Norman J. Two visual systems and two theories of perception: An attempt to reconcile the constructivist and ecological approaches[J]. Behavioral and Brain Sciences,2002, 25(1): 73-96. DOI:10.1017/S0140525X0200002X
56 O’Doherty J P. Reward representations and reward-related learning in the human brain: Insights from neuroimaging[J]. Current Opinion in Neurobiology,2004, 14(6): 769-776. DOI:10.1016/j.conb.2004.10.016
57 Orth U R, Wirtz J. Consumer processing of interior service environments: The interplay among visual complexity, processing fluency, and attractiveness[J]. Journal of Service Research,2014, 17(3): 296-309. DOI:10.1177/1094670514529606
58 Patrick V M. Everyday consumer aesthetics[J]. Current Opinion in Psychology,2016, 10: 60-64. DOI:10.1016/j.copsyc.2015.12.007
59 Pountain D, Robins D. Cool rules: Anatomy of an attitude[M]. London: Reaktion, 2000.
60 Puzakova M, Kwak H, Rocereto J F. When humanizing brands goes wrong: The detrimental effect of brand anthropomorphization amid product wrongdoings[J]. Journal of Marketing,2013, 77(3): 81-100. DOI:10.1509/jm.11.0510
61 Quartz S, Asp A. Cool: How the brain’s hidden quest for cool drives our economy and shapes our world[M]. New York: Farrar, Straus and Giroux, 2015.
63 Reimann M, Zaichkowsky J, Neuhaus C, et al. Aesthetic package design: A behavioral, neural, and psychological investigation[J]. Journal of Consumer Psychology,2010, 20(4): 431-441. DOI:10.1016/j.jcps.2010.06.009
64 Rixom J M, Mas E M, Rixom B A. Presentation matters: The effect of wrapping neatness on gift attitudes[J]. Journal of Consumer Psychology,2020, 30(2): 329-338. DOI:10.1002/jcpy.1140
65 Roggeveen A L, Grewal D, Townsend C, et al. The impact of dynamic presentation format on consumer preferences for hedonic products and services[J]. Journal of Marketing,2015, 79(6): 34-49. DOI:10.1509/jm.13.0521
66 Runyan R C, Noh M, Mosier J. What is cool? Operationalizing the construct in an apparel context[J]. Journal of Fashion Marketing and Management,2013, 17(3): 322-340. DOI:10.1108/JFMM-01-2012-0001
67 Schmitt B, Simonson A. Marketing aesthetics. The strategic management of brands, identity and image[M]. New York: The Free Press, 2007.
68 Schwarz N. Metacognitive experiences in consumer judgment and decision making[J]. Journal of Consumer Psychology,2004, 14(4): 332-348. DOI:10.1207/s15327663jcp1404_2
69 Spence C. Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism[J]. Journal of Consumer Psychology,2012, 22(1): 37-54. DOI:10.1016/j.jcps.2011.09.004
70 Sujan M. Consumer knowledge: Effects on evaluation strategies mediating consumer judgments[J]. Journal of Consumer Research,1985, 12(1): 31-46. DOI:10.1086/209033
71 Sundar S S, Tamul D J, Wu M. Capturing “cool”: Measures for assessing coolness of technological products[J]. International Journal of Human-Computer Studies,2014, 72(2): 169-180. DOI:10.1016/j.ijhcs.2013.09.008
72 Townsend C, Sood S. Self-affirmation through the choice of highly aesthetic products[J]. Journal of Consumer Research,2012, 39(2): 415-428. DOI:10.1086/663775
73 Valentine T, Darling S, Donnelly M. Why are average faces attractive? The effect of view and averageness on the attractiveness of female faces[J]. Psychonomic Bulletin & Review,2004, 11(3): 482-487. DOI:10.3758/bf03196599
74 Van Rompay T J L, Groothedde S. The taste of touch: Enhancing saltiness impressions through surface texture design[J]. Food Quality and Preference,2019, 73: 248-254. DOI:10.1016/j.foodqual.2018.11.003
75 Vessel E A, Rubin N. Beauty and the beholder: Highly individual taste for abstract, but not real-world images[J]. Journal of Vision,2010, 10(2): 18. DOI:10.1167/10.2.18
76 Wang R X, Sundar S S. How does parallax scrolling influence user experience? A test of TIME (theory of interactive media effects)[J]. International Journal of Human-Computer Interaction,2018, 34(6): 533-543. DOI:10.1080/10447318.2017.1373457
77 Warren C, Pezzuti T, Koley S. Is being emotionally inexpressive cool[J]. Journal of Consumer Psychology,2018, 28(4): 560-577. DOI:10.1002/jcpy.1039
78 Won Jeong S, Fiore A M, Niehm L S, et al. The role of experiential value in online shopping: The impacts of product presentation on consumer responses towards an apparel web site[J]. Internet Research,2009, 19(1): 105-124. DOI:10.1108/10662240910927858
79 Wu F, Samper A, Morales A C, et al. It’s too pretty to use! When and how enhanced product aesthetics discourage usage and lower consumption enjoyment[J]. Journal of Consumer Research,2017, 44(3): 651-672. DOI:10.1093/jcr/ucx057
80 Yang X J, Zhang J, Peracchio L A. Understanding the impact of self-concept on the stylistic properties of images[J]. Journal of Consumer Psychology,2010, 20(4): 508-520. DOI:10.1016/j.jcps.2010.06.012
81 Zaidel D W. Art and brain: Insights from neuropsychology, biology and evolution[J]. Journal of Anatomy,2010, 216(2): 177-183. DOI:10.1111/j.1469-7580.2009.01099.x
82 Zajonc R B. Attitudinal effects of mere exposure[J]. Journal of Personality and Social Psychology,1968, 9(2): 1-27. DOI:10.1037/h0025848
引用本文
何云, 李枭, 林晶晶, 等. 品牌美学中的视觉元素研究综述与展望[J]. 外国经济与管理, 2022, 44(8): 121-137.
导出参考文献，格式为：
