Abstract: Consumer aesthetic experience in product design can influence his/her product perception and purchasing behavior. The mechanism of aesthetic experience involves three parts, research on neuroscience, information processing model and process of emotional responses. Specific figures and structures, generalized design elements and individual factors may influence consumers’ aesthetic experiences in product design. Furthermore, consumers’ aesthetic experiences may influence perceived product performance, product evaluation and purchase intention through spillover effect, contagion effect and contrast effect. Future research should solve the contradictions among existing literatures, and continue to explore the theoretical and managerial implications of aesthetic research in the field of consumer behavior.

Key words: product design, aesthetic experience, visual aesthetic, emotional response