With the growth of population in any society, the issue of product selection and consumption gains increasing significance. In Iranian cities as well, parallel to the quantitative expansion and diversification of residential buildings as cultural and artistic products, both the type of aesthetics employed by architects in producing these buildings and the manner in which they are selected and consumed by different social classes have acquired particular importance. Given that, in the process of producing, selecting, and consuming architectural products, there is a persistent misalignment and discrepancy between architects’ tastes and the aesthetic preferences of various social strata, mutual understanding of the aesthetic tastes of laypeople as consumers and architects as producers of this product is fundamentally necessary..The aim of this study is to identify the factors influencing the taste and aesthetic choices of individuals in society in the production and selection of architectural products as cultural and artistic commodities. This research is qualitative in nature; data have been collected through library-based methods and, using a combined approach of systematic review and thematic analysis, concepts and components related to taste, aesthetics, and consumption have been extracted based on sociological, psychological, and interpretive paradigms and subsequently analyzed to derive the final model. the results of this research have identified the relation and taste of the whole people (in both groups people and architects) in selecting the product of architecture in three categories: "general taste", "normal taste" and "pure taste"