The Aesthetics of Decision-Making

Through the fields of marketing and communications, we are often introduced to the idea of aesthetic appeal; what about an advertisement makes us want to buy something? When we see a model holding a bottle of perfume, is she embodying something we want to be? Does that desire make us want to buy the product more? There is undoubtedly so much that goes into our day-to-day thought process, especially when making purchasing decisions or almost every decision for that matter. Ultimately, I think the author sums up beautifully our consumerist need to acquire the beautiful and thus how visuals influence our decision-making.

Virginia Postrel’s argument is very obvious as she makes claims focused around the importance of aesthetics today. Whereas projections of the future conjured up images of conformity and simplicity, we do just the opposite to differentiate ourselves from others around us. Ultimately: we are visual creatures and we have become in tuned to ideas of what we find beautiful and appealing that makes us all unique. She is not saying that taste is apparent in all things, but that we have some standard as a society of what we find to be beautiful and what then we are attracted to. While ultimately, aesthetics is not something that takes place of an actually art, it becomes a compliment to that art without taking away the meaning of what that art truly is. In the end, aesthetics arouses positive and stimulating responses that are sensory but are also highly appealing to us. With this, we employ them to help us make decisions and triggers responses within us.

With this model, there are some very obvious value hierarchies to be had as well. She argues that aesthetics is in no way the end all, be all decision making tool. First, we seek functionality within the products that we are buying. With this, we always take into consideration cost, comfort and convenience. While we want places to look good, we also prefer service and selection – so aesthetics cannot reign as the ultimate trump card when stimulating our decision-making abilities.

Aesthetics is something that defines who we are. It translates into everything we do, from our clothing to our bedroom to our personal appearance and tastes. So, with that, I completely agree with the argument that the author is presenting. I know that when I am looking to go on a date, the aesthetics of the other person are something that will play a very significant role in my decision making process. Ultimately, it will not act as the finial decision-making tool (if he is good-looking, but acts very arrogant, the arrogance overrides the aesthetic appeal) but it is impossible to discredit its importance when we face choices. I also tend to gravitate towards things that are beautiful, and often times it will override my sense for how much something might cost, for example. It is something that we look to both consciously and unconsciously and it is important. For example, chances are a major reason why I chose Seattle University because I liked the appeal of the campus. While other things were also important, this factor was very significant in my decision-making. While it is not the only thing, it certainly accounts for a great deal of impact when assessing value judgments upon something. For this, I agree and liked the author’s argument.