Abstract
ABSTRACT Despite academic interest in the Centrality of Visual Product Aesthetics (CVPA) construct, studies are needed that further explore the importance that specific visual aesthetic properties of apparel holds for consumers. Based on the two-factor theory called the Most Advanced, Yet Acceptable principle (MAYA principle), this study empirically examines the influence of the CVPA on aesthetic preference relative to apparel products. As most studies exploring the MAYA principle have relied on a repeated-measures design, an experimental between-subjects design was employed. By using stimuli of apparel products with various levels of typicality and novelty, the influence of individual differences measured by the CVPA in aesthetic response was investigated. Results suggest that while the MAYA principle holds for the evaluation of the tested products, the CVPA does not moderate their evaluation. Findings also identify product attributes that further clarify the properties of typicality and novelty in the tested products.
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