Cosmik, it sounds as if you are unaware of all the studies on aesthetics. If you open a cosmetic surgery journal, you will find all sorts of studies about what constitutes beauty by rating aesthetic preferences of the study population. I even once saw a study on nipple position in breast reconstructions. The author trawled through magazines which featured nude models and noted the position of the nipple and generated a statistical model on where best to place it.
We also routinely do studies on subjective phenomena using standardized tools. The entire field of academic psychiatry is based on the study of subjective phenomena - like emotions/calming/spiritual/stimulating which you have just casually dismissed. In my own discipline, we use a "quality of life" scale that measures the impact of our treatment on the subjective well-being of the study population. After all, you want to know if making a dying patient live longer actually worsens their quality of life.
Then, there is academic psychology. Do you know that people study what kind of environments, what kind of music, what smells, and which types of colour are perceived as more soothing/exciting/disturbing? The next time you walk into a department store, you should realize that everything in that store - the lighting, the colours, the music, the uniforms, and in fact the whole environment - has been designed with the help of psychologists to put you in a state of mind conducive to shopping. And yes, I have seen the studies.
I will say again - the question is valid. Maybe it doesn't seem valid to some narrow minded engineering folk who have not read much outside their own academic disciplines (if they are academic at all), but there are entire fields of academia devoted to studying these things.
What is not valid is the actual method that they used. Small sample size, no controls, no power calculation, no statistical analysis, means that the actual strength of the data is questionable, at best. They then go on and write a conclusion as if they have proved their point. They haven't.
Incidentally, questions like "Is there a God?" can not be directly answered by science (you can not prove a negative), but some "effects" of God can be indirectly studied. There have been a number of studies in medical journals about the power of intercessory prayer in intensive care units, where the patient is unconscious. The conclusion was: the primary and secondary endpoints for the study and control groups showed no statistically significant difference, although admittedly the statistical power of most of these studies was questionable.