When and how visual aesthetic features influence approach–avoidance motivated behavior

For decades, researchers have explored the relationship between aesthetic features such as symmetry and complexity and preference. Likewise, philosophers and psychologists alike have pondered the differences between preference and behavior. Nevertheless, little is known about the relationship between aesthetic preference and motivation. Using an online approach-avoidance motivation task, we compare the reaction times between congruent (aesthetic preference + approach) and incongruent (aesthetic preference + avoidance) conditions. In Experiment 1, we explore the relationship between symmetry and complexity and approach-avoidance motivated behavior. In Experiment 2, we distinguish the mechanisms in play in the relationship by manipulating presentation and decision-making time. In Experiment 3, we assess the generalizability of the results beyond abstract graphical patterns. Overall, our research advances knowledge of the relationship between aesthetic preferences for features like symmetry and complexity and approach-avoidance motivation, and it has implications for fields such as marketing.