Is the Buying Experience an Aesthetic Experience?
Parole chiave:Aesthetic experience, Creativity
The way of understanding and “doing” aesthetics has recently changed. Once focused exclusively on the arts and, at most, on landscape, aesthetics has begun to dialogue with other disciplines: philosophy of mind, anthropology, psychology, economics. This paper intends to explore a new relationship between aesthetics and marketing, in the light of those elements which motivate its possible organization. On the one hand, marketing proves to be an interesting field through which aesthetic categories can be verified and applied. On the other, aesthetics, which has been for centuries linked to the category of “disinterestedness”, finds in marketing a field of analysis which is new and traditionally considered antithetical to it.