Mariëlle E. H. Creusen

• PhD
• Delft University of Technology

Product design has been recognized as an opportunity for differential advantage in the market place. The appearance of a product influences consumer product choice in several ways. To help product development managers in optimizing the appearance of products, the present study identified the different ways in which the appearance of a product plays...

Purpose Product design is an important marketing variable. Most literature about consumer preference for product design focuses on aesthetic product value. However, the appearance of a product also influences consumer perception of functionalities, quality, and ease of use. This paper therefore, seeks to assess how preference for visual complexity...

This study investigates the choice of consumer research methods in the fuzzy front end (FFE) of the new product development (NPD) process. First, it delivers an up-to-date overview of currently available consumer research methods for use in the FFE of NPD. Second, using an online questionnaire, we obtain insights into the use of these consumer rese...

The authors provide synthesized summaries of research on product design conducted over the 20-year period from 1995 to 2014, as well as suggestions for future research. Building on the conceptual model of product design proposed by Luchs and Swan, the current project describes research findings based on a review of 252 articles drawn from eight of...

Purpose The purpose of this paper is to examine the influence of experiential augmentation on product evaluation by consumers. An important distinction is made between product-related experiential augmentation and experiential augmentation of the environment. Furthermore, the research examines how brand familiarity moderates the effect of experien...

This chapter gives a comprehensive overview of the different influences of product form on consumer response, of how these influences can be engendered, and of factors influencing how product form will impact consumers. This knowledge helps product managers, design managers and designers in using product form strategically. The role of the visual...

Digitalization and 3D printers opened a new door for the industory by customizing a user’s needs. Customers can order and receive more personalized and unique designs to fit their environment with lower costs. The same goes for the interior decoration field. In this graduate document this trend has been research to explore how elevated printing t...

The authors provide synthesized summaries of research on product design conducted over the 20-year period from 1995 to 2014, as well as suggestions for future research.

This research addresses an important gap in existing research on experiential augmentation in new product development. This gap has to do with the lack of distinction between experiential augmentation applied to products themselves and experiential augmentation applied to the environment in which products are evaluated and purchased. The findings s...

This essay identifies five research opportunities that concern consumer response to product design. The first opportunity involves the need for more research on the interaction between form and function in consumer product evaluations. To this end, more knowledge about how product appearance characteristics influence consumer evaluation of both pro...

Purpose – A focus on product aspects that are most important to target consumers helps communicating product advantage to consumers, both in product design and in marketing. In previous studies, relations between the importance of functional and expressive product aspects and gender, age and social class have been indicated. However, knowledge of t...

The appearance attributes of designed products noted in the literature often reflect what designers themselves perceive in a product design. This present research, however, provides knowledge on how consumers perceive product appearance by identifying appearance attributes that consumers use to distinguish the appearances of durable products. Descr...

Similarity and preference judgements often do not correspond, in that products which are perceived as very similar are not similarly preferred. Lefkoff-Hagius and Mason (1993)found that this effect is due to the consumers' use of different product attributes in making similarity and preference judgements. We extended their study, by using actual pr...