中文摘要：

消费者从产品设计上获得的审美体验会影响他们对产品的感知和购买。审美体验的作用机制涉及神经科学研究、信息处理模型和情感反应过程三部分。具体图形与结构元素、一般化的设计要素、个体因素都会影响消费者对设计的审美体验,而审美体验会进一步通过溢出效应、感染效应和对比效应等方式影响产品性能感知、产品评价和购买意向。未来研究应解决已有研究结果间的矛盾并继续探索美学在消费者行为领域的理论和实践价值。

英文摘要：

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 imolications of aesthetic research in the field of consumer behavior.