A Neural Model of Aesthetic Preference for Product

It will be necessary to understand the mechanisms of aesthetic sensibility and to create a model for predicting and controlling these in order to strategically design visual elements of products which increase user evaluations. This chapter will discuss a cognitive neuroscientific approach attempting to understand subjective experience and behavior from its biological basis, the brain, as one method for understanding and modeling human aesthetic sensibility. First, we will provide a definition of sensibility for this chapter and introduce past studies pertaining to aesthetic sensibility. Then, we will discuss a study which presents a cognitive neural model of aesthetic sensibility toward products.