When do aesthetic properties convey the concept of premiumness? Is symmetry tied to the perception of premiumness due to symmetry's evolutionary association to quality, an association not present with other aesthetic features like curvature? Usually, symmetry and curvature are preferred features. However, preference itself may not suffice to evoke premiumness. With this in mind, we predicted that symmetry (vs. asymmetry) and high(vs. low) product quality would both increase the perception of premiumness of a product while curvature (curved vs. angular) would only do so when it aligned with product quality. We conducted two preliminary exploratory experiments and four preregistered experiments in which we manipulated product quality, symmetry, and curvature of product packaging and measured preference and premiumness perception. We also conducted four additional experiments using a different product category to assess the generalizability of our results. We found that while both symmetry and curvature affect preference, only symmetry affects premiumness perception. Importantly, our results indicate that the extent to which aesthetic features convey brand premiumness can be product-specific. We suggest a theoretical model on when visual aesthetic properties convey premiumness. Overall, our study informs how subtle aesthetic elements play a role in value perception, something which firms can capitalize on.

中文翻译：

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审美特征如何传达品牌溢价的概念

美学属性何时传达优质的概念？由于对称性与质量的进化关联，对称性是否与对优质的感知有关，这种关联与曲率等其他美学特征不存在？通常，对称性和曲率是首选特征。然而，偏好本身可能不足以引起溢价。考虑到这一点，我们预测对称（vs. 不对称）和高（vs. 低）产品质量都会增加对产品优质的感知，而曲率（弯曲 vs. 角）只有在它与产品对齐时才会这样做质量。我们进行了两个初步的探索性实验和四个预先注册的实验，在这些实验中，我们操纵了产品包装的质量、对称性和曲率，并测量了偏好和优质感知。我们还使用不同的产品类别进行了四个额外的实验，以评估我们结果的普遍性。我们发现，虽然对称性和曲率都会影响偏好，但只有对称性会影响优质感知。重要的是，我们的结果表明，美学特征传达品牌溢价的程度可能因产品而异。我们提出了一个关于视觉美学属性何时传达优质的理论模型。总的来说，我们的研究揭示了微妙的审美元素如何在价值感知中发挥作用，而公司可以利用这一点。我们的结果表明，美学特征传达品牌溢价的程度可能因产品而异。我们提出了一个关于视觉美学属性何时传达优质的理论模型。总的来说，我们的研究揭示了微妙的审美元素如何在价值感知中发挥作用，而公司可以利用这一点。我们的结果表明，美学特征传达品牌溢价的程度可能因产品而异。我们提出了一个关于视觉美学属性何时传达优质的理论模型。总的来说，我们的研究揭示了微妙的审美元素如何在价值感知中发挥作用，而公司可以利用这一点。