Consumer aesthetic perception of products has been highlighted in recent years, because it determines consumers’ purchasing intention and behaviors. The study attempts to compare consumer aesthetic features between the Western culture and Chinese culture. After reviewing previous studies in aesthetic consumption and Chinese culture, This paper offers five Chinese consumer aesthetic propositions: (1) Chinese value “saving” brings Chinese consumers to appreciate cheap and utilitarian products; (2) Under the collectivist atmosphere, Chinese consumer holds the aesthetic tastes with conformity; (3) Chinese consumer tends to appreciate “social acceptable” style; (4) Chinese consumer prefers products with plain style; (5) Chinese consumer highlights on feeling and interpretation as they appreciate products.
