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The aesthetic dimension of luxury is one of the core elements that really defines luxury products and services. Fashion items, cars, jewels, watches, properties, hotels, restaurants: luxury brand managers strive to design pleasant experiences, which are strictly related to the aesthetic appearance of the output. Indeed, luxury goods—as well as luxury service environments—are beautiful, refined, and aesthetically pleasing, which make them very close to being a “work of art” that is extremely attractive for customers. On this behalf, neuroaesthetics is often conceived as the study of the neural basis of the production and appreciation of artworks. This chapter introduces literature about (1) aesthetics in marketing and (2) neuroaesthetics related to the luxury industry.

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Luxury Aesthetics

  • 章节

  • 发表日期：

    2025年

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  • Alba D’Aniello,
  • Ana Carmela Martinez Levy,
  • Cesare Amatulli,
  • Matteo De Angelis,
  • Rumen Pozharliev

摘要

The aesthetic dimension of luxury is one of the core elements that really defines luxury products and services. Fashion items, cars, jewels, watches, properties, hotels, restaurants: luxury brand managers strive to design pleasant experiences, which are strictly related to the aesthetic appearance of the output. Indeed, luxury goods—as well as luxury service environments—are beautiful, refined, and aesthetically pleasing, which make them very close to being a “work of art” that is extremely attractive for customers. On this behalf, neuroaesthetics is often conceived as the study of the neural basis of the production and appreciation of artworks. This chapter introduces literature about (1) aesthetics in marketing and (2) neuroaesthetics related to the luxury industry.