Online Shopping: How to Judge the Cultural Worth of Products

People now buy art, music and design items on the internet. They look at pictures and read descriptions to decide what feels valuable. But no clear way exists to judge that “cultural value” from the online display. Researchers made a new tool. First, they created three groups of clues: how the item looks (form), how it can be used (function), and what meaning it gives to people. These clues were tested with experts to make sure they are useful. Next, the tool mixes three math methods. One method shows how clues influence each other.

Another decides which clues matter most. The last ranks the products from best to worst based on all clues. They tried it with scented candles that have cultural designs. Experts did not agree strongly on how the clues interacted, showing mixed opinions. The tool therefore gives a picture of what experts think together, not an absolute truth about the item. A survey of real shoppers showed that the tool’s rankings matched their own opinions fairly well. So, the method can help sellers decide how to show items better and designers create products that feel more meaningful.

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