The Substance of Style: How the Rise of Aesthetic Value Is Remaking Commerce, Culture, and Consciousness

Consumers today make significant purchasing decisions based on sensory experience, from clothing and electronics to household appliances. Aesthetic appeals have become increasingly prominent and are fundamentally reshaping how Americans live and work. The twenty-first century is characterized by the centrality of aesthetics, which has transformed the marketplace and broader culture. Virginia Postrel argues that appearance matters and that aesthetic value is genuine. Drawing on examples from fashion, real estate, politics, design, and economics, she traces how aesthetic considerations have become central to contemporary culture and contends that this shift is important for a forward-looking society. The book examines the democratization of taste and explores how aesthetics influence modern life.