Visual Aesthetic Quotient: Establishing the Effects of Computational Aesthetic Measures for Servicescape Design

• Published in: Journal of service research : JSR Vol. 27; no. 2; pp. 250 - 267
• Main Authors: S Kumar, Deepak, Sahadev, Sunil, Purani, Keyoor
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.05.2024; SAGE PUBLICATIONS, INC
• Subjects: Aesthetics; visual aesthetics; eye tracking; image analytics; computational aesthetics; retail environments; processing fluency; servicescapes

Visual aesthetics play a pivotal role in attracting and retaining customers in service environments. Building on theories of environmental psychology, this study introduces a novel and comprehensive aesthetic measure for evaluating servicescape design, which is called as the “visual aesthetic quotie...