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Exploring the Appeal of Product Design: A Grounded, Value‐Based Model of Key Design Elements and Relationships*
Abstract
Product design is increasingly being recognized as an important source of sustainable competitive advantage. Until recently, the domain of design has been loosely categorized as “form and function” issues. However, as this paper will explore, product design deals with a much richer range of issues, many of which have not been considered in the marketing literature. To explore the domain and elements of design, the paper begins with two major goals: (1) to elicit the key dimensions of design and to develop an enriched language for the understanding and study of design; and (2) to integrate the design dimensions within a broader model that ties initial design goals to eventual psychological and behavioral responses from consumers. To achieve these ends, grounded theory development is used by conducting an extensive literature review, in-depth interviews, and an interactive object elicitation technique. Drawing from this rich source of qualitative information as well as diverse literature fields, a framework is proposed for the creation of design value in consumer products. This framework not only explores the domain of design but also highlights the important elements of design that go well beyond the clichéd form and function issues. The resulting model reflects specific marketplace and organizational constraints that may help or impede the conversion of designer goals to so-called design levers. These levers are used to convey three types of values to consumers: rational, kinesthetic, and emotional. The framework then explains how and when these different values may be perceived by the consumer. Within this framework, testable research propositions and specific directions for future design-based research are also offered. Beyond its potential to spur marketing and new product development (NPD) management thought, the framework offered here represents a significant contribution to the field of design, which has historically been represented as a highly fragmented body of knowledge. Formalizing this framework should help overcome perhaps the largest obstacle to date to marketing-related and NPD-related research in this area—the lack of a detailed and consistent nomological view of the scope of design dimensions including testable linkages. Design has become an important tool that can be used by managers to develop dominant brands with lasting advantages. This research lends the NPD manager and the marketing manager better insights in into how this increasingly popular focus can be used to influence consumer behavior and firm success.
“Design may be our top unexploited competitive edge.” Tom Peters, 2004 (cover review of Norman, 2004)
“We don't have a good language to talk about [design]. In most people's vocabularies, design means veneer.… But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs, Apple Computers
... The design values and product features that this study focuses on are other limitations. A product consists of functional, aesthetics and symbolic values (Benaissa & Kobayashi, 2022;Brunner et al., 2016;Candi et al., 2017;Creusen & Schoormans, 2005;Eisenman, 2013;Homburg et al., 2015;Noble & Kumar, 2010;Rafaeli & Vilnai-Yavetz, 2004). Although product designs' functional and symbolic values are effective on consumers' product purchasing (Baxter, 2018;Brunner et al., 2016;Candi et al., 2017;Crilly et al., 2004;Homburg et al., 2015;Norman, 2004;Rafaeli & Vilnai-Yavetz, 2004), this study concentrated on solely the aesthetic design factors (values). ...
... On the one hand, several researchers have defined the design factors that affect consumers' attitudes towards products as hedonic and utilitarian (pragmatic) factors (Babin et al., 1994;Batra & Ahtola, 1991;Chitturi et al., 2008;Dhar & Wertenbroch, 2000;Voss et al., 2003). On the other hand, numerous researchers have defined the design factors that affect consumers' response to products as aesthetics, utility and symbolic concepts (Benaissa & Kobayashi, 2022;Brunner et al., 2016;Candi et al., 2017;Creusen & Schoormans, 2005;Eisenman, 2013;Homburg et al., 2015;Noble & Kumar, 2010;Rafaeli & Vilnai-Yavetz, 2004). Holbrook (1980) defined the consumer aesthetic as "the study of the buyer's cognitive, affective, and behavioural responses to media, entertainment, and the arts" and mentioned the aesthetic value as the diffuse feeling of pleasure while seeing the product without using it. ...
... Several researchers have defined design factors in three categories: aesthetic, symbolic and utilitarian. (Benaissa & Kobayashi, 2022;Brunner et al., 2016;Candi et al., 2017;Creusen & Schoormans, 2005;Eisenman, 2013;Homburg et al., 2015;Noble & Kumar, 2010;Rafaeli & Vilnai-Yavetz, 2004). In this KE application study, we only focused on the TCMs' aesthetic qualities due to the online structure of our research. ...
The market share of small household appliances has grown tremendously in recent years. Varied innovation methods are applied in developing small household appliances, including Turkish Coffee Makers; however, Kansei Engineering has not yet been carried out in this field. This paper aims to conduct Kansei Engineering methodology on these machines to provide design inputs for industrial designers. The domain of the study is Turkish Coffee Makers with one pot and without a water tank, and the target is between 20–40 aged Turkish people. 382 participants attended the study, and 16 stimuli were utilised. The study methods are extracting Kansei words, selecting product properties, affinity diagram, SD Questionnaire, factor, descriptive, and PLS analyses. The results suggest that designers can generate Turkish Coffee Makers with Square with fillet as the top view, Trapezoid as the front view, C-shape cornered as the right view, and two colours as the main body colour; and design these products depending on the design factors of stylish, easy to use, joyful, trend follower, functional, desirable, youthful, dissimilar, and luxurious to succeed in the market. As a result, product designers might determine the product properties more efficiently via the findings of this study.
... The design values and product features that this study focuses on are other limitations. A product consists of functional, aesthetics and symbolic values (Benaissa & Kobayashi, 2022;Brunner et al., 2016;Candi et al., 2017;Creusen & Schoormans, 2005;Eisenman, 2013;Homburg et al., 2015;Noble & Kumar, 2010;Rafaeli & Vilnai-Yavetz, 2004). Although product designs' functional and symbolic values are effective on consumers' product purchasing (Baxter, 2018;Brunner et al., 2016;Candi et al., 2017;Crilly et al., 2004;Homburg et al., 2015;Norman, 2004;Rafaeli & Vilnai-Yavetz, 2004), this study concentrated on solely the aesthetic design factors (values). ...
... On the one hand, several researchers have defined the design factors that affect consumers' attitudes towards products as hedonic and utilitarian (pragmatic) factors (Babin et al., 1994;Batra & Ahtola, 1991;Chitturi et al., 2008;Dhar & Wertenbroch, 2000;Voss et al., 2003). On the other hand, numerous researchers have defined the design factors that affect consumers' response to products as aesthetics, utility and symbolic concepts (Benaissa & Kobayashi, 2022;Brunner et al., 2016;Candi et al., 2017;Creusen & Schoormans, 2005;Eisenman, 2013;Homburg et al., 2015;Noble & Kumar, 2010;Rafaeli & Vilnai-Yavetz, 2004). Holbrook (1980) defined the consumer aesthetic as "the study of the buyer's cognitive, affective, and behavioural responses to media, entertainment, and the arts" and mentioned the aesthetic value as the diffuse feeling of pleasure while seeing the product without using it. ...
... Several researchers have defined design factors in three categories: aesthetic, symbolic and utilitarian. (Benaissa & Kobayashi, 2022;Brunner et al., 2016;Candi et al., 2017;Creusen & Schoormans, 2005;Eisenman, 2013;Homburg et al., 2015;Noble & Kumar, 2010;Rafaeli & Vilnai-Yavetz, 2004). In this KE application study, we only focused on the TCMs' aesthetic qualities due to the online structure of our research. ...
Turkish Coffee Maker is a well-known product that was invented and first manufactured in Turkey. Although it is a novel product, there is a huge demand for these machines as well as competition among the manufacturers. These companies are already implementing many innovation strategies. However, the study aims to carry out a computer-aided innovation method named Kansei Engineering in the Turkish Coffee Maker domain. Furthermore, many sub-methods were conducted in this research. These are extracting Kansei words, selecting specimens, choosing product properties, conducting affinity diagrams, SD Surveys, Factor, QT1, Descriptive and Multiple Linear Regression Analysis. In total, 257 Turkish people have participated in the study. It is expected that the findings will be beneficial for design experts who are redesigning Turkish Coffee Maker.
DOI: http://doi.org/10.54941/ahfe1001108
... Design, as a strategic business management tool, can also aid in a holistic in-depth understanding of market trend identification, in empathic research of users, in forecasting future directions for problem solving and even in the recognition of new innovation opportunities (Na et al., 2016, p. 35). Noble and Kumar (2010) argue that product design is a progressively critical force within the present, product driven business climate in developing unique and compelling innovative product offerings. Examples of companies utilising the design process as a facilitator for enhanced and sustained innovation include amongst others: Apple, Dyson, Herman Miller etc. (Na et al., 2016). ...
... Since industrial designers are aesthetics experts, the combination of aesthetics and functionality is no longer sufficient to qualify as an asset. Therefore, industrial designers integrate multiple skills and methods into their vocation, adopting a holistic approach to problem-solving and innovation (Na et al., 2017), generally taking the lead in establishing the form and function of a product (Noble and Kumar, 2010). ...
The industrial design profession is on the verge of another manufacturing revolution commonly referred to as Industry 4.0. This paradigm shift will influence the way in which products are made, which subsequently, will influence the future industrial designer. Industrial design, which is evolving, is intrinsically linked to manufacturing; however, what is required of industrial design to adapt to these new changes to be brought on by Industry 4.0 in manufacturing is yet unknown. Current literature gives little insight into how industrial designers need to adapt and evolve to the current developments in manufacturing to remain value drivers in an Industry 4.0 paradigm. This provides an impactful research gap focusing on how the industrial design field must evolve to stay relevant and provide value for future manufacturing in this new evolving paradigm.
This thesis uses a mixed methods approach, beginning with a focus group for a pilot study to construct questions for a subsequent online questionnaire. This questionnaire was formulated using the existing literature on industrial design to establish the present state of industrial design practice globally and to identify areas for improvement, as well as opportunities for growth within the discipline. This approach helped define and communicate the capabilities and value of industrial design for future manufacturing industries.
Core values of industrial design were found to be stable, however these need to be communicated more effectively to production-based stakeholders to facilitate adequate collaboration. Furthermore, it was established that industrial designers lack technology literacy, and that early manufacturing engagement is critical for industrial designers to have a successful collaborative experience for new product development. Industrial designers must also embrace new technologies that correspond with their core strengths to successfully evolve alongside an Industry 4.0 manufacturing environment. The outcome of this thesis provides an empirical foundation for the future of industrial design in relation to its value to manufacturing, as well as expanding and adjusting the industrial design curriculum in universities to stay relevant in an Industry 4.0 manufacturing environment.
... Thus, this knowledge is rarely incorporated into a wider strategic perspective within the company (Levy & Powel, 2004). Product design is not only a key driver of competitive advantage but also vital for the success of new product (Kotchka, 2006;Noble & Kumar, 2010;Radford & Bloch, 2011). Design involves innovation and understanding of customers' needs (Levy & Powel, 2004), and as a result, design has become a powerful tool for SMEs to compete with rivals in the market. ...
... Design involves innovation and understanding of customers' needs (Levy & Powel, 2004), and as a result, design has become a powerful tool for SMEs to compete with rivals in the market. Firms that are transformed from manufacturing to branding should emphasize the design elements in their products because design can generate values in consumers which in turn result in cognitive and affective responses and consumer choices (Noble & Kumar, 2010;Radford & Bloch, 2011). ...
The traditional industry in Taiwan is in transition as production lines move to China and the slowing economy in Taiwan. Many firms are counting on branding to revitalize. GuangFuHao, a canvas bag brand in Tainan, is among the thriving brands. This research explores: (1) How does a young brand position itself in the competitive market? (2) How does it differentiate itself through product design? (3) How does it communicate with its target market? Qualitative techniques are used in both the data collection and analysis. An in-depth interview was conducted with the manager of GuangFuHao. This research finds
that GuangFuHao focuses on functional and symbolic brand concepts and conveys inheritance and fine craftsmanship through high quality products that incorporate cultural elements. It has also changed its workers’ images as master craftsmen – not laborers – and its salary system. Furthermore, GuangFuHao relies on publicity and word-of-mouth for brand communication. The research findings serve as references for other ventures in similar circumstances.
... In addition to aesthetic appeal, functional design and usability are essential considerations in packaging development (Noble & Kumar, 2010). Research indicates that packaging features such as ease of opening, product dispensing, and storage convenience can significantly impact consumer satisfaction and repurchase behavior. ...
This study examines the influence of product packaging on consumer purchasing decisions in the cosmetics industry, aiming to understand how various packaging elements impact consumer behavior. Utilizing a mixed-methods approach, including quantitative surveys, qualitative focus groups, and observational studies, the research provides comprehensive insights into consumer preferences and the role of packaging in shaping purchasing decisions. Key findings indicate that aesthetic appeal, functional design, brand congruence, and sustainability are critical factors influencing consumer choices. Visually attractive and modern packaging designs significantly enhance purchase intent, while functional elements such as ease of use and convenience improve consumer satisfaction and loyalty. Consistent alignment between packaging and brand identity fosters trust and loyalty, and sustainability features appeal to eco-conscious consumers. Emotional engagement through packaging also plays a pivotal role in creating lasting consumer connections. The study's practical implications suggest that cosmetic companies should invest in innovative, functional, and sustainable packaging designs that align with their brand identity to attract and retain consumers.
... Visual elements like shape, color, and label graphics significantly impact consumer impressions at first contact (Noble & Kumar, 2010;Marcell & Isaacson, 2015). These features form the aesthetic aspect of product packaging, enabling the product to reach its target audience quickly (Oluyemi, 2018). ...
Non-alcoholic beverages (NAB) are widely consumed by diverse demography. Also, there are myriads of names for branding NAB for identification purposes. However, the proliferation of various naming styles on NAB packaging—such as cans, bottles, cartons, and plastics—can lead to misinterpretation, causing consumers to mistakenly associate these products with different categories. This misinterpretation can result in consumers spending more time searching for their preferred products or avoiding them altogether. Previous research highlights instances of negative brand names that evoke strong responses that may send contary signal. In Nigeria, despite the potential impact of such naming styles on consumer behavior, there has been little public outcry against them. This paper contributes to existing knowledge on product naming strategies by focusing on NAB packages commonly sold in Akure, Nigeria. Utilizing a quantitative research design associated with a survey method, the study involves visiting the Akure shopping mall to observe NAB package designs. The sample includes 184 NAB package designs across various categories: 37 milk brands, 46 soft drink brands, 31 wine brands, 38 fruit drink brands, 16 tea brands, 13 cocoa-based drink brands, and 9 coffee brands. Data collection methods include participatory observation, and the brands are classified based on onomastic styles. Participants aged 12 to 41 years observe a visual display (VD) of the sampled NAB, where only the names and shapes are available for viewing, with all other packaging variables eliminated to avoid noise. Participants then rate the ease of product identification on a scale from 5 (Very Easy) to 1 (Very Difficult). This study aims to examine how consumers perceive these brand identities in terms of onomastics, providing insights for stakeholders— brand managers, manufacturers, marketers, entrepreneurs, food regulation agencies, and designers—to achieve successful product branding
... Some of the few empirical studies in our review that focused on external designers used questionnaires (Birdi et al., 2016;Tabeau et al., 2017), interviews (Hemonnet-Goujot et al., 2019;Noble & Kumar, 2010) and case studies (Abecassis- Moedas & Benghozi, 2012;Verganti et al., 2020). But in the marketing literature we reviewed, these studies are all the empirical studies in the last decade and a half on external designers themselves-and there are no experiments on external designers among them. ...
To develop more creative advertising, scholars advocate ideation techniques and one of the most strongly supported is the Templates method. This research explores the efficacy of Templates, and evaluates its effectiveness compared to other creative ideation approaches. Two studies are presented. One directly asks professional advertising creatives to use specific Templates to develop advertisements. The other determines if the mere knowledge of the Templates method improves creative ideation. In both studies, industry-based judges assess the quality of respondents’ work. The Templates approach improves the originality of advertising, with no detrimental influence on strategy. Two alternative approaches to enhancing creativity were compared against Templates: 1) providing better domain knowledge through consumer insight and 2) improving the intrinsic motivation of creatives. The research shows these two alternatives both improve originality yet reduce how “on strategy” the advertising is—a trade-off effect. However, the Templates method does not suffer from this trade-off and performs well, by improving originality without any detriment on strategic focus.
... Aesthetic attributes play the role of creators of pleasant impressions in user consumption experiences and are an important component in the enhancement of user satisfaction [47]. Design aesthetics not only create an atmosphere of enjoyment but also correspond to users' emotions, therefore deepening the emotional bond between users and products [48]. Research evidence shows that the skillful use of aesthetic design can significantly increase the frequency of interaction between users and products, directly promoting user sharing behaviors [49]. ...
This study investigates user experience (UX) sharing behaviors in the context of smartphone user interface (UI) design, emphasizing their significance for UI enhancement and effective marketing strategies. Grounded in the Stimulus–Organism–Response (SOR) framework, we examine how design perception attributes—perceived usability, novelty, enjoyment, and brand image—influence UX sharing, with a spotlight on the mediating role of individual motivation. A quantitative analysis (N = 472), Structural Equation Modeling (SEM), and mediation analysis were conducted. Our findings confirm that these components can positively impact UX sharing by bolstering personal expectations and self-efficacy in knowledge sharing, with perceived usability being an exception as it unexpectedly showed a negative association with sharing frequency. Moreover, perceived brand image and individual self-expectancy and self-efficacy enhance sharing outcomes. This research enriches our understanding of the strategic importance of user interface (UI) design in the context of smartphones, furnishing empirical grounding for devising sustainable UI design strategies and productive marketing tactics. Consequently, it bears considerable relevance to both theoretical insights and practical applications.
... Several studies have identified specific design elements that influence consumer response, including aesthetics, utility, and symbolic concepts (Benaissa & Kobayashi, 2022;Brunner et al. 2016;Candi et al. 2017;Creusen & Schoormans, 2005;Eisenman, 2013;Homburg et al, 2015;Noble & Kumar, 2010;Rafaeli & VilnaiYavetz, 2004).Holbrook (1980) defined consumer aesthetics as the cognitive, emotional, and behavioral responses of buyers to media, entertainment, and art, and defined aesthetic value as the overall pleasantness that a product brings. Kumar and Noble (2016) also argue that the aesthetic value of product design lies in its visual appeal and pleasure. ...
... These collections often feature special packaging that reflects the theme of the holiday. Although eye-catching and culturally appropriate packaging can enhance the product's appeal [22,19], However, brands forget to consider how the festival limited edition can reinforce or enhance the brand's identity. From a visual perspective, the design and packaging of the limited edition should reflect the aesthetics and style associated with the brand and ensure the elements seamlessly integrate with the brand's visual identity. ...
Due to the impact of the epidemic on the economy, an increasing number of consumers have changed their consumption preferences, and the demand for non-essentials has decreased gradually. Nevertheless, the fragrance market has experienced a substantial increase in sales during this era. Le Labo is considered to be one of the representative brands in the fragrance market. Thus, this research investigated the methods utilized by Le Labo in order to stimulate consumer purchase intent through the implementation of effective marketing strategies. The present study examined the impact of brand identity, co-branding strategy, and brand awareness on consumer purchase intention in the context of new market entry. The results of the analysis revealed significant correlations between these three factors and the likelihood of consumers intending to make a purchase. Subsequently, based on the targeted marketing strategies, this research gave some suggestions, which have led to the formulation of practical recommendations aimed at boosting brand identification and brand awareness.
... Many scholars have also demonstrated that the perceived value takes the core position in users' consumption decisions. Noble et al. emphasized three types of perceived value in the process of product design and development: rationality, kinesthesis, and emotion [46]. In empirical research centered on perceived value, Fernandes et al. explored the design value proposition of product and service systems [47]. ...
In the post-sharing era, the evolution of the shared micro-mobility industry has transitioned from expanding market share to providing precise services. The focus on user satisfaction has shifted from a singular emphasis on functional utility to diversified product values. Product perceived value has emerged as a comprehensive factor for enhancing user satisfaction, aiding companies in formulating precise services, mitigating urban resource wastage, and promoting sustainable urban development. From the perspective of product perceived value, this study combined the analysis of factors affecting user satisfaction of shared micro-mobility and the interaction between these aspects and carried out the following two studies. Research No. 1: By mining the user review data on app platforms related to shared micro-mobility and adopting the latent dirichlet allocation (LDA) algorithm, we have initially identified 17 major factors affecting the satisfaction of users and summarized these factors into four research topics constituting product perceived value. Research No. 2: On the basis of Research No. 1, the content of the American Customer Satisfaction Index (ACSI) was expanded, and a user satisfaction research model focusing on the perceived value of shared micro-mobility products was constructed. Afterwards, by using the data collected in questionnaire surveys, structural equation modeling (SEM) was used to model the user satisfaction of shared micro-mobility through SEM, which was deployed to establish an empirical analysis. It is found that (1) both user expectation and product quality can positively affect the perceived value of products through interactive experience; (2) factors such as user expectation, product quality, interactive experience, and subjective consciousness can positively affect user satisfaction through the perceived value of products, with user expectation delivering the greatest influence; and (3) subjective consciousness has a direct positive effect on users’ willingness to continuously use a product but no significant effect on user satisfaction. These findings expand the user satisfaction theoretical model in the field of shared micro-mobility, constitute suggestions for product development and service promotion in the shared micro-mobility industry, and can provide new ideas and methods for the sustainable development of urban transportation.
... Inspired by Herzberg's M-H theory in behavioral science, Kano and his coworkers developed the theory of attractive quality. The theory of attractive quality is useful to better understand different aspects of how customers evaluate a product or offering (Nayayar, 2012;Noble & Kumar, 2010;& Kano, 2001). Over the past two decades, this theory has gained exposure and acceptance through articles in various repackaging, quality, and operations management journals. ...
The main objective of this study is to examine the effect of product re-packaging on consumer buying behaviour towards selected Cosmetics products in Abia State, Nigeria. The population of this study was made up of all cosmetics users in Umuahia, Abia State. The researcher applied both the probability and non-probability sampling methods. Primary Data was used in the study. Data obtained for the study was analyzed using simple regression model. All analyses were performed through the use of SPSS software version 25.0. Simple regression analysis revealed that re-packaged product's size exerts statistically significant and positive effect on customers' patronage of cosmetics products in Abia State. Similarly, repackaged colour of a product was found to be statistically significant and positively related to customer patronage towards cosmetics products. It was further found that re-packaged product design exerts statistically significant and positive effect on customer patronage towards cosmetics products. The study recommended that customers' preference for colours should be determined during product re-packaging process in order to ensure that the right colour mix is used. Also, cosmetics manufacturers should consider the use of different sizes that appeal to customers tastes and preferences during product repackaging so as to enhance customer patronage.
... Product design is the most fundamental characteristic of one of four Ps of the marketing mixthe "Product" (Bloch, 1995), and is a source of firms' competitive advantage (Gemser et al., 2006;Noble and Kumar, 2010). As product design has currently been gaining importance in the academic and practitioner discourse, academic interest in the role of sustainable product design (henceforth, SPD) has also been steadily increasing since the late 90s across several disciplines, including marketing (Fuller and Ottman, 2004;Paparoidamis and Tran, 2019), supply chain management (Linton et al., 2007), operations management (Sarkis et al., 2010), production engineering (Vinodh and Rathod, 2010) and materials engineering (Howarth and Hadfield, 2006). ...
Purpose
The purpose of this study is to investigate the interactive effects of a firm’s strategic sustainability orientation (SSO) and customer relationship capital (CRC) on sustainable product design practices (SPDP).
Design/methodology/approach
The authors examine the interactive effects of two firm resources, namely, SSO and CRC, as they relate to SPDP, using survey data from 132 manufacturers in Malaysia.
Findings
The findings show that the effect of SSO on SPDP is stronger when CRC is low, than otherwise. The authors also find that the interactive effects of the firm-level resources stated above are stronger when customer pressures (CPs) are higher than when they are low.
Research limitations/implications
The authors contribute to the literature by studying the effects of firm-level strategic resources and their interactions as they relate to SPDP. An important limitation of this research is the usage of single-source data and single-period data.
Practical implications
Managerially, this research provides new insights into how organizations should respond to CPs while understanding the counterintuitive but disabling effects of customer relationship assets.
Social implications
The findings are important to society because most of the environmental impact arising from the production, consumption and disposal of products is a direct consequence of decisions made at the product design stage and an unintended consequence of the marketing decision-making processes that underlie marketing strategy formulation that fails to recognize ecosystems impact as a standard decision influence.
Originality/value
To the best of the authors’ knowledge, this research is the first to study the effects of firm-level strategic resources and their interactions as they relate to SPDP.
... The aesthetic attributes of products are raised to a high level of respect for human nature and reflect its new value. The results indicate that the proposed architecture-oriented kansei engineering system in conjunction with a long chi inkstone design can help designers make the design more effectively than traditional design methods. of inkstone is based on the observation of special traditional culture and its corresponding ceramic arts [6]. The research also uses architecture as a guide to build a blueprint for the specifications of the kansei engineering inkstone system [7]. ...
With more and more attention to people's psychological cognition and emotion in design, the concept of kansei engineering has been widely used in all kinds of product design. Based on the concepts and methods of kansei engineering, the research chooses the long chi inkstone as an example to seek a holistic explanation for the proposed architecture-oriented innovative system in obtaining a series of new design schemes. The system architecture integrates the design method of kansei engineering system into the structure-behavior coalescence (SBC) system architecture description language to show the behavior and components of product characteristics. A model of architecture-oriented kansei engineering long chi inkstone system specification was established. The model will clearly explain how the qualitative and quantitative methods are applied to determine the characteristics, process and kansei information of long chi inkstone design. The design specifications of long chi inkstone is described by the architecture-oriented kansei engineering system. The psychological kansei imagery of consumer groups are explored under the mode of qualitative analysis and quantitative research, and the design elements and details of physical properties of products are obtained. The aesthetic attributes of products are raised to a high level of respect for human nature and reflect its new value. The results indicate that the proposed architecture-oriented kansei engineering system in conjunction with a long chi inkstone design can help designers make the design more effectively than traditional design methods.
... Both managers and their subordinates need to have a very good climate of social interactions in order to make any significant impact on performance and it is highly crucial for managers to encourage lower level employees to be involved in the organization's activities and decision making to boost their performance in product design [36]. Undoubtedly, product design represents a source of competitive advantage for companies, particularly the fashion houses [37,38]. In recognition of the fact that product design can help retain customers and thereby increase company performance [39], fashion designers have acknowledged the importance of product design for their success. ...
... The importance of acceptance within a community has shown to be the most important factor regarding successful implementation of technology into similar sectors ((Geels, 2005); (Hofman and Elzen, 2010); (Went et al., 2015)). To increase this acceptance, we aim to apply a Human Centered Design approach by involving the stakeholders during the process, for instance via co-design (Rijn and Stappers, 2008), which focuses on integrating users and other stakeholders directly into the design process, participatory design (Schuler and Namioka, 1993), which focuses on the creation of consensus between all stakeholders, and value-based design (Noble and Kumar, 2010), which focuses on the translation of values (e.g., related to social aspects of cleaning work or core user needs as defined in the Self-Determination Theory (Ryan and Deci, 2000)) in human-robot interaction. ...
There exists a grey area between market‐pull and technology‐push markets, in which stakeholders are aware of an issue they want solved, yet do not have clear expectations on a solution. This paper presents a method to meaningfully include these stakeholders in a design process, especially if they come from a non‐technical background. A combination of Systems Engineering for indirect involvement and a Human Centered Design approach for direct involvement of stakeholders is proposed and evaluated for a case study on technological advancements in the cleaning industry. It was found that both approaches complement each other throughout the problem exploration phase of the design process. Furthermore, a toolbox that can be used with design specialists and other stakeholders alike is presented and evaluated. Recommendations for the use of specific tools and techniques in similar situations are presented based on communication styles and experiences.
... The innovation value of design arises from its power of differentiation through its influence on the perceived value, desirability and usability of a product (Noble & Kumar, 2010). This approach suggests that the integration of design in the business world necessarily involves good design management (Wolff & Amaral, 2016) and the ability to evaluate and quantify its contribution to the organization (Hertenstein et al., 2005). ...
Design is commonly understood as a key element of products, contributing to their distinctiveness, usability and aesthetics. The success of a product is increasingly related to the user experience or the aesthetics of the user interface, meaning that design is increasingly important in the digital environment. The shift in competitive focus to the customer induced by digital design encourages companies to innovate and can also lead to changes in internal operations, market orientation and the recon-figuration of external collaboration procedures. This dimension of digital design-induced effects has to date seen very little research. The objective of this study is to investigate how digital design-induced changes in market orientation, internal restructuring and external cooperation affect firms' competitive orientation. The simultaneous equation framework was applied to a survey of 515 user interface and experience designers from France. Our results suggest that market orientation is not the only channel through which digital design influences firm competitiveness. Digital design leads to organizational change and the reconfiguration of external relationships that directly and indirectly help companies build competitive advantages and increase customer satisfaction. K E Y W O R D S collaboration, competitiveness, digital design, market orientation, restructuring
... The principles provided in this paper are therefore outlined as broader and more general guidelines pointing out the importance of design and relevance. While it could be argued that such issues have been addressed within other relevant literature such as the e-learning literature [50,51], several of the existing resilience learning tools report issues related to their implementation process. In particular, they highlight the difficulties related to getting the participants to engage with the tools, grasp the concept of resilience, and operationalize the complexity of the concept [37][38][39]. ...
Background
Theories of learning are of clear importance to resilience in healthcare since the ability to successfully adapt and improve patient care is closely linked to the ability to understand what happens and why. Learning from both positive and negative events is crucial. While several tools and approaches for learning from adverse events have been developed, tools for learning from successful events are scarce. Theoretical anchoring, understanding of learning mechanisms, and establishing foundational principles for learning in resilience are pivotal strategies when designing interventions to develop or strengthen resilient performance. The resilient healthcare literature has called for resilience interventions, and new tools to translate resilience into practice have emerged but without necessarily stipulating foundational learning principles. Unless learning principles are anchored in the literature and based on research evidence, successful innovation in the field is unlikely to occur. The aim of this paper is to explore: What are key learning principles for developing learning tools to help translate resilience into practice?
Methods
This paper reports on a two-phased mixed methods study which took place over a 3-year period. A range of data collection and development activities were conducted including a participatory approach which involved iterative workshops with multiple stakeholders in the Norwegian healthcare system.
Results
In total, eight learning principles were generated which can be used to help develop learning tools to translate resilience into practice. The principles are grounded in stakeholder needs and experiences and in the literature. The principles are divided into three groups: collaborative, practical, and content elements.
Conclusions
The establishment of eight learning principles that aim to help develop tools to translate resilience into practice. In turn, this may support the adoption of collaborative learning approaches and the establishment of reflexive spaces which acknowledge system complexity across contexts. They demonstrate easy usability and relevance to practice.
... To explore a possible moderator of the effect predicted in H1a, we focus on the role of temporality represented by product style. Previous studies have shown that product style (e.g., shape, color) represents specific concepts related to temporality (Bloch, 1995;Creusen & Schoormans, 2005;Noble & Kumar, 2010). For instance, antique product styles represent the concept of "the past," whereas modern product styles communicate the concept of "the future" (Chae & Hoegg, 2013). ...
Although studies have shown that background ad imagery can communicate various concepts to consumers, no research has investigated its effects on perceived ambiguity and newness of the advertised product. Drawing on construal level theory, we address this gap by exploring the psychological mechanism of newness perception. Through four studies, it is demonstrated that background ad imagery associated with coldness (vs. warmth) engenders perceptions of the newness of the advertised product (Study 1) as psychological distance enlarged by coldness enhances perceived ambiguity, a key driver of newness perception (Study 2). Moreover, the effect of background ad imagery on perceived newness manifests when the product style is modern (vs. antique) (Study 3) and subsequently improves product evaluation when consumers plan the purchase in the distant (vs. near) future (Study 4). These findings contribute to building a theoretical framework explaining how newness perception is communicated through advertising.
... Esthetics have positive effects such as providing comfort and pleasure and relieving stress (Sweeney and Soutar, 2001). Noble and Kumar (2010) argued that esthetic fit between product design and customer needs in a specific place affects consumer choice. The product's visual appearance creates differentiation even when competitors have similar conditions such as function and price (Creusen and Schoormans, 2005). ...
Purpose
This study aims to investigate the relationship between collaboration product attributes, consumption value, customer equity and purchase intention – specifically, the moderating effect of fashion brand type (luxury and sports).
Design/methodology/approach
Online game and fashion (luxury and sports) brands were selected and online game items showing items' logos were used as stimuli. A total of 328 South Korea consumers answered a survey. The hypotheses were tested using a structural equation model (SEM).
Findings
Collaboration product attributes influence consumption value, which links to customer equity. Customer equity increases purchase intention. The multi-group analysis confirmed the difference between variables according to the brand.
Research limitations/implications
Research on collaboration with the online environment is limited. This study provides theoretical background for future research and suggests multiple items to measure collaboration product attributes.
Practical implications
Fashion brands can utilize online games to extend target markets. However, consumers perceive collaboration products differently depending on the brand types. Thus, companies should consider brand characteristics or identity when designing collaboration products with online games.
Originality/value
This study focuses on collaboration of fashion brands in the online environment. The results will help fashion brands establish relevant brand extension strategies.
... And some scholars used the AHP to analyze the importance of design elements in the design of elderly care products to help designers make better design decisions [24]. In addition, some scholars used grounded theory to explore the key dimensions of design analysis to increase the sustainable competitive advantage of product design [25]. By reviewing the research methods used in the design fields above, as shown in Table 3, it can be found that in the later stage of the study, most scholars used some quantitative research tools to digitalize the research results to better help designers make more intuitive and accurate evaluation and reference. ...
At present, many countries and regions around the world have entered an aging society, so the demand intelligent elderly product has begun to double. However, in the design process of intelligent elderly products, there is a lack of a set of perfect method model and evaluation criteria for the application of humanistic care factors in intelligent elderly products. To standardize the use of humanistic care factors in the design of intelligent elderly products. Firstly, this study uses grounded theory to code and analyze the humanistic care factors. Secondly, the analytic hierarchy process (AHP) and analytic network process (ANP) are used for comparative study to obtain the sensitivity priority of the application of humanistic care factors, and a new design method model is proposed. Finally, the fuzzy evaluation method is used to verify the rationality of the design method model. The study shows that the use of humanistic care factors has the greatest impact on emotion, especially in the consideration of Interactivity, followed by Color mildness and Companionship. The results are divided in the form of a hierarchical demand tower, to establish a new Humanistic-care Factors Application Hierarchical Design-model (HFAHD) for intelligent elderly products. The HFAHD can not only help designers to improve the design efficiency in the design of intelligent elderly products, but also further standardize the use of humanistic care factors in the design of intelligent elderly products. Through the combination of quantitative research and qualitative research, it is proposed to divide the use of humanistic care factors into hierarchical models to help designers better use the HFAHD. This study not only improves the design standards of intelligent elderly products, but also extends to other design fields in further research, and promotes the more rational use of humanistic care factors in design.
... Configuration can change the item's meaning (Ravasi and Rindova, 2004) and work with the social development process by conveying and imparting what an item does (Kreuzbauer and Malter, 2005). Subsequently, firms can use plan components to shape shoppers' discernment toward brand classification enrollment and expand their product offerings (Im and Workman, 2004;Noble and Kumar, 2010). Further, the plan gives prompts about the utilitarian upsides of items (Crilly et al., 2004;Stoneman, 2010;Hoegg and Alba, 2011). ...
Purpose
Firms use design capability across the globe to compete and increase sales, e.g. Apple. However, the payoff from design know-how has been overlooked thus far. Academic research lags in this space despite the intersection of sales, technology and design in practice. This paper provides researchers and managers with implications of the interplay between design capability and technological market conditions to enhance a firm's sales.
Design/methodology/approach
Firms' capability design, and sales impact have been studied in this paper across different technological market conditions. Primary technological conditions of the industry under which firms operate are captured, which are technological intensity (TI), technological competitive intensity (TCI) and technological maturity (TM). Their interplay has been studied using panel data analysis, examining fixed and random effects.
Findings
Design is an important, interesting and non-imitable capacity that yields positive firm execution results. It provides an urgent differentiator and improves deal development. This study found that all four hypotheses are generally supported. The main finding is that, provided underlying technology is good, design significantly improves sales, but design alone cannot substitute for poor technology.
Practical implications
The results of this study link the three technological environment conditions, namely, TI, TCI and TM with sales growth. The authors find that design can and does add to superior performance, provided technological excellence exists prior. But, in the absence of good technology, design alone will hinder performance.
Originality/value
This paper examines the effect of firm design capability on sales growth. The paper finds a positive moderating effect of TCI and TM but a negative moderating effect of TI. The researchers believe these aspects of the design have not been studied before.
... The main message that the firm wants to express on a spiritual level is the saying by the inventor J. Dyson, "I just think things should work properly." According to various studies, the underlying reason for the firm's success is its design discourse and aesthetical quality [11,12,13,14,15]. In the following section, I will first divide the Dyson vacuum cleaner into its ontic levels that I determined, and then, I will discuss whether the spiritual design discourse of the firm resonates with users or not, using customer comments on their online sales website. ...
All being has something that shows itself even if one does not see it. Daily objects that exist may be seen as just the things that one uses. However, being for usage is only a form of data, not a form of being. Seeing that being will be possible only by communicating with possible things in the being in a way that complies with its ontic structure. This is because comprehension of ontic entirety makes it an obligation to propose a method that will analyze entirety and help us understand design products better. This paper attempts to propose a New Ontology-based method of ontological analysis to describe the polyphonic structure of the design product that shows togetherness and singularity in its plurality into three layers on a homogeneous real (physical) level and four levels on a heterogeneous irreal (spiritual) level.
... The results of this study will provide guidelines for luxury brand managers targeting the Angolan market and can help develop more effective market-specific strategies. Luxury value is a potent tool used by managers to build their brands' competitive advantage (Noble & Kumar, 2010). ...
This study aimed to measure the effect of perceived value on purchase intention of luxury goods among Angolan consumers. It also explored the moderating effect of consumer gender. Data were collected through a survey distributed to 130 consumers in North and South Angola, employing Smart-PLS for analysis. The results indicated that perceived social value was the most important determinant of purchase intentions for luxury goods, followed by perceived individual value. The study showed that consumer gender moderated the relationship between and individual value perception and social value perception on purchase intention. The research contributes to the literature, and this study is the first empirical test of a value structure for luxury goods in the Angolan market, so it allowed to better understand the disposition of these consumers in purchase intention according to the perceived value of luxury. Theoretical and practical implications will be discussed.
... Design is a major driver of innovation in the manufacturing and service industries [37][38][39]. Design strategy is the key to brand differentiation [40], and over the years, the strategic significance of design has been noticed and acted upon. In addition, Johnson & Johnson, PepsiCo, and Philips have acquired user experience consulting firms [41]. ...
With the continuous evolution of mobile communication systems, 5G technology has become a key driver for a smart home appliance ecosystem. Fifth-generation technology may create opportunities and threats for the home appliance industry in the stock market, and so companies that do not actively engage in product innovation activities will eventually be eliminated from the market because their products are not on trend. This study investigates Chinese household appliance industry firms to identify their innovation strategies, applied to cope with global competition and gain a competitive advantage, and explores the correlation and operation mode between innovation strategies and design strategies. For this study, we administered a questionnaire to analyze three innovation clusters for Chinese household appliance firms. Interviews were conducted to further understand the design strategies and priorities of Chinese home appliance companies in response to 5G technology, to explore the relationship between innovation strategies and product design strategies, and to provide a reference for the product design strategies of home appliance companies in response to global competition.
... Page and Herr (2002) found that the product form leads to an affective response while a product's quality is based on a more cognitive evaluation. With a holistic view, Noble and Kumar (2010) suggested product design as a tool that has emotional value and can lead to positive psychological responses from consumers, extending (Don Norman's 2002) research that explains the effect of emotional design on consumers' product perception. El Amri and Akrout (2020) recently found that perceived product design affordance-the notion that people understand objects by direct perception of them rather than evaluation of qualities or properties (Gibson 1979)-positively influences perceived product quality and purchase intention. ...
A wide range of businesses actively use cute characters such as the globally popular LINE FRIENDS characters for product design to increase consumers’ product adoption. Prior research has found that whimsical cuteness—which elicits fun and playful mental representations—can lead to higher product adoption. The effectiveness, however, has been investigated mostly in indulgent contexts. This article aims to uncover the opposite phenomenon, that is, whimsical cuteness could be detrimental for product adoption, in particular, in a non-indulgent context. In a pre-test, we measured the different types of cuteness of nine LINE FRIENDS characters, selecting one pair of characters differed only in terms of whimsical cuteness. Additionally considering product newness, the main study tested whether product adoption differed depending on the level of whimsical cuteness and product newness. The results demonstrate that participants were less likely to adopt a non-indulgent product when it was highly whimsically cute compared to less whimsically cute because the indulgence provoked by fun and playful mental representations conflicted against the restraint reinforced by a product for self-control. The adverse effect increases when the product has lower product newness whereas high product newness dampens the effect. The findings suggest that practitioners should carefully consider product nature and newness when applying whimsically cute features to product design and marketing promotions. This study has originality in that it is the first to demonstrate the adverse effect of whimsical cuteness on new product adoption and verify the moderating effect of product newness.
... Among the regression coefficients of moderating effect, luxury consumer perceived functional and social value play the most prominent roles. This implies that luxury brands should provide more sensory symbols, such as conspicuous design, superior quality, etc., to enhance consumers' perceptions of their social status and self-esteem (Noble and Kumar, 2010). These actions can increase consumers' enthusiasm for and identity with the brand. ...
Prior studies focused on consumer satisfaction and loyalty have brought undeniable benefits to luxury brand marketing but are not sufficient to ensure a long-lasting and profitable customer-brand relationship in the new setting. Brand identity provides a valuable exploration of this issue. However, the current measurement of brand identity is relatively simple, and there is no clear answer to what factors encourage brand identity development. This study attempts to address this gap by dividing the brand identity structure from a multi-dimensional perspective, considering the role of luxury consumer perceived value and brand information quality in shaping the brand identity. Data was gathered by an online questionnaire survey from Chinese consumers who had purchased luxury jewelry, employing regression methods for analysis. The results show that four predictors representing luxury consumer perceived value all have a significant impact on the brand’s social identity and personal identity. In addition, brand information quality also positively moderates the relationship between the luxury consumer perceived value and the brand’s social identity. This study opens new horizons for considering dimensions other than the satisfaction or intention to use, expanding the applications of brand identity in a new context. The results contribute to increasing the awareness level of brand identity for luxury brand practitioners and offering them a new method of market strategy.
... On the other hand, it is important to note that past literature suggests product design influences human behaviour (Luchs & Swan, 2011;Noble & Kumar, 2010). Few studies beyond the realm of tourism have confirmed the positive impact of various design dimensions on performance-based variables such as customer purchase intentions and market share (Homburg et al., 2015;Jindal et al., 2016). ...
This study investigates the effects of perceived ecotourism design affordance and destination social responsibility on tourists’ pro-environmental behaviour and destination loyalty. It aims to shed light on the intrinsic and extrinsic factors that shape sustainable tourist behaviour. Three hundred and fourteen responses were collected quantitatively through an online survey. The research hypotheses were analysed using the Partial-least Square-Structural Equation Modelling (PLS-SEM). The path analysis revealed that perceived ecotourism design affordance significantly enhances tourist pro-environmental behaviour and destination loyalty. A similar dynamic also can be reported in the context of affordance and destination social responsibility. Surprisingly, tourist pro-environmental behaviour does not affect tourist destination loyalty. Results highlighted the need for tourism policymakers and industry players to develop ecotourism products and services that allow tourists to adapt their behaviour towards a sustainable direction.
... The ergonomic design stresses the beauty of interaction rather than mere appearance with the purpose of increasing comfort and increasing product consumption (Bloch, 1995). Because businesses compete on how easy their products are to use, the vast majority of customers prefer products with ergonomic design capabilities (Noble & Kumar, 2010;Jindal et al., 2016). The role of ergonomics in marketing (Boztepe, 2007;Bloch, 2011), ergonomics in product innovation, and human factors have been the focus of existing ergonomic product design research (Moon, Park, & Kim, 2015). ...
Drawing on masstige theory, theory of consumption values, and generational cohort theory, we examine whether product design influences masstige brand passion (MBP). We also hypothesize product design cues, mass prestige values, and generational cohort as key boundary conditions. Four studies were conducted and the proposed hypotheses were tested using regression, process macro, and structural equation modeling. Across three studies, we find that product design increases MBP, but this effect is contingent on two theoretically derived, managerially controllable moderators, namely high-level product design cues and high mass prestige values. The findings from Study 4 show that the reflective design had the greatest impact on MBP, followed by affective, cognitive, and ergonomic design characteristics. Study 4 also reveals that reflective design is more capable of capturing the MBP of Generation Z-ers, while the cognitive design is more promising for increasing MBP among Generation Y-ers. Finally, cognitive and ergonomic designs appear to be more salient for Generation Y-ers. Theoretically, this study adds significantly to the literature on product and brand management by demonstrating how design dimensions can strengthen customers' passion for masstige brands. From a managerial standpoint, this study is relevant for B2C luxury brand managers who: (i) are unsure about the importance of product designs, (ii) want to capitalize on product design to enhance brand passion but are unsure which product design dimensions to focus on, and/or (iii) have decided to launch new brands but need guidance on the specific design analytics relevant for generations Z, Y, and X.
... The researches revealed valuable information for designers to indicate how they can enhance the usability of products during the product development process by targeting speci¯c design features in the product design [Jordan (1998);Norman (2002)]. Design construct evaluates aesthetic, ergonomics, product personality, user interface, sustainability ; Chitturi et al. (2008); Hirschman and Holbrook (1980); Noble and Kumar (2010); Maxwell and van der Vorst (2003); Sagot et al. (2003); Rauschnabel et al. (2015)] perspectives in the conceptual model. Product design and usability are closely integrated subjects that usability is the output of product design [Lorenz (1994); Mugge and Schoormans (2012); Prastawa et al. (2019)]. ...
Usability is an emerging subject for smartphone design and service, which results in the overall quality and achievement of a product and allows users to perform various tasks. In this context, this study aims to propose an integrated smartphone usability framework for higher service level and user experience with a causal analytic approach. Involving tested relationships with theoretical concerns a conceptual usability assessment model is proposed including design, customer focus, quality, innovation, usability, and user perception variables. The provided model is developed using the Bayesian neural networks based universal structure modeling (USM) method. The reliability and validity are empirically tested for the questionnaire data collected from 1068 smartphone users. The results and findings showed that design, customer focus, quality, and innovation explain usability, and user perception as an ultimate variable is interpreted by usability. Also, strategic, and valuable information for smartphone designers and marketing people to understand user perceptions for smartphone usability is provided.
... Food appearance conveys a visual impression to consumers, influencing their perception and evaluation of the product [66]. It can create hedonic value and elicit changes in consumer emotions, triggering deeper relationships [67]. erefore, marketers can consider using different shape designs to trigger different psychological responses from consumers. ...
Whether for improving health or keeping in shape, consumers are beginning to pay attention to calorie intake. However, although a growing number of studies have focused on the impact of food attributes on consumers, the sensory correspondence between food shape and calorie estimation is an underresearched topic. This review, therefore, reports on three studies investigating the effect of food shape on calorie content estimation, whereby participants perceived food in a square shape to have a higher calorie content than food in a circular shape. Perceived food weight plays a mediating role in the relationship between food shape and calorie estimation. Moreover, the more mindful participants were about calorie intake, the weaker the mediation effect of perceived weight. Conversely, the mediation effect of perceived weight was stronger for people who did not care about their calorie intake. These findings break novel ground by presenting food shape as a relevant factor for calorie content estimation. It not only pays attention to the information brought by the visual sense of food, but also complements the relevant literature in the field of food marketing, and has implications for marketing management.
... Due to its subjective nature, this indicator depends greatly on someone's background, identity, personality, social status, or culture, etc. [11,24]. In addition, the user-perceived attractiveness of a product may also be affected by the typicality and novelty of the product form and by the usage of certain design metaphors or expressions [23,44]. ...
This chapter presents the basic concepts of aesthetic needs and product specifications in conceptual design. The user aesthetics needs are considered one of the significant determinants in increasing user satisfaction. In this regard, the importance of establishing product appearance specifications to identify user aesthetic needs is discussed. A method is introduced to demonstrate the significance of considering aesthetic and emotional needs when establishing product appearance specifications in product conceptual design. To improve appearance specifications based on aesthetic experiences collected from users and designers, an approach using fuzzy logic is proposed and illustrated by a case study of digital camera design.
... Brand design elements. A growing body of literature recognizes the importance of a product's design and appearance (i.e., its "look and feel") as drivers of its success (Bloch 1995;Luchs and Swan 2011;Noble and Kumar 2010). Design encompasses a range of engineering, ergonomic, and sensual elements that differentiate a product and make it appealing to customers (Luchs and Swan 2011). ...
Trademarks play an important role in protecting intangible brand assets. However, the impact of trademark rights on brand assets has received little attention in the literature. Hence, the authors examine the impact of trademark rights on brand assets from the perspective of appropriability, the ability of a firm to benefit from innovation and creativity. To ensure causal identification, they use a natural experimental context where U.S. Supreme Court decisions on trademark rights provide the exogenous variation in strength of trademark rights. Using a database of trademarks registered in the United States and a difference-in-difference estimation approach, the authors show that overall trademark applications and applications to register in other categories increase when trademark rights are strengthened and decrease when trademark rights are weakened. However, trademarking responses of brands to a change in property rights are muted for design trademarks and amplified when a firm has multiple brands. The authors discuss the theoretical, substantive, and managerial implications of the findings and provide guidance for future research.
... In the iconic mode, a design metaphor and its source are similar in form and appearance, and metaphorical expressions range from explicit to subtle. Mimicry of familiar aspects of or things in people's surroundings is a well-established product design approach based on the idea that familiar forms trigger desire cues that can lead to product purchasing [35]. In this study, the participants explained that they admired metaphor-based product designs not only because of recognition of metaphors' sources but also because the metaphors evoked feelings of delight or pleasant memories, and thus led to emotional attachment. ...
The application of metaphors in product design has the potential to enhance products' appeal and meaning to enrich product experiences. In response to the trend of metaphorical expressions in product designs becoming increasingly diverse, this study explored people's recognition and classification of many product metaphors to understand how people form meaning based on such metaphors. This paper proposes a framework to assist designers in creating metaphors in product designs. The research methodology entailed a card-sorting activity and interviews. The results of this study classify assorted product metaphors into nine themes and frame these nine themes within three modes-namely the iconic, indexical, and symbolic modes-to explain the process of product metaphor recognition. In addition, interpretation of metaphorical meaning through comparison and connection is discussed herein. The proposed conceptual framework could serve as a reference for designers for the creation of product metaphors to convey their design intentions and enrich consumers' product experiences.
Purpose
This study aims to investigate the role of aesthetically appealing product design in the context of product failure, focusing on the concept of “beauty premium” and “beauty penalty”. This study seeks to determine whether beauty premium, which emerges prior to product failure, can serve as a protective mechanism for firms facing adverse events and, if not, to elucidate the conditions under which beauty premium transitions into beauty penalty.
Design/methodology/approach
The research uses a multi-method approach, combining experiments with empirical analysis using data from the US automobile market, specifically focusing on product recalls. The experiments are designed to establish internal validity, whereas empirical data offers insights into real-world contexts. This study considers the role of emotional and cognitive responses of consumers to visual design and explores the influence of gravity on product failures.
Findings
The findings reveal that beauty premium persists after product failure when consumers emotionally respond to visual design. However, beauty premium turns into beauty penalty (i.e. more visually attractive designs exacerbate the decline in purchase intention after product failure) when a product failure is severe and when consumers evaluate visual design cognitively.
Research limitations/implications
This research extends the theoretical understanding of the interplay between visual design, consumers’ cognitive and emotional responses and product failure. It introduces beauty premium and beauty penalty, shedding light on the effects of aesthetics in both pre- and postproduct failure conditions.
Practical implications
This research offers practical guidance for brand managers and product designers. It is essential to maintain functional expectations and aesthetics to secure brand loyalty, especially for consumers who evaluate products cognitively in product failure cases.
Originality/value
This research offers unique contributions. It uncovers the protective role of visual aesthetics in mitigating the loss of consumer purchase intention and sales postproduct failure. It challenges the conventional belief that aesthetically appealing design always yields positive outcomes, introducing the possibility of beauty premium transitioning into beauty penalty. It sheds light on the dynamic relationship between product design, product failure and consumers’ emotional and cognitive responses, providing valuable insights for brand managers, product designers and marketing practitioners in an ever-evolving consumer landscape.
Esta pesquisa destinou seu foco em compreender como o design pode ser utilizado como diferencial competitivo nos negócios e como o design conecta os consumidores às empresas. Para isto, em primeiro lugar, uma revisão teórica da literatura sobre os temas design, estratégia de negócios e psicologia do consumo. Em segundo lugar, uma pesquisa qualitativa, a partir da realização de 10 (dez) entrevistas com atores formadores de opinião no campo do design brasileiro. Os dados coletados foram analisados pela técnica de análise de conteúdo. Como resultados, chegou-se à conclusão de que o design tem grande influência no sucesso das empresas quando estas têm seu foco centrado nas pessoas, que seus atributos estão relacionados a emoções, inteligência, projeto e pensamento. Foi possível observar também, a partir da ótica dos entrevistados e da literatura, que o design possuí grande capacidade de influenciar consumidores e fidelizá-los às marcas.
Purpose
This paper aims to high vs. low aesthetic designed products, investigating how perceived quality acts as a mediator between aesthetic design and product attitude. The authors test how different individuals, such as minimalists vs. maximalists, hedonists vs. utilitarians and self-esteem levels, modify this relationship.
Design/methodology/approach
Seven hypotheses and a research framework model were developed. Three studies were conducted using the PROCESS Macro V4.3 for analysis, with the results subsequently discussed. A finalized research framework is presented.
Findings
The authors observed that aesthetically pleasing designs positively influence consumer attitudes towards products. Hedonism versus utilitarianism and self-esteem are essential components within the indirect pathway, connecting aesthetic design to perceived quality and subsequently to product attitude, while minimalism directly affects the relationship between aesthetic design and product attitude.
Practical implications
Marketers must comprehend diverse consumer preferences and traits for business success. Perceived quality, distinct from actual quality, strongly shapes pre-purchase product attitudes. Therefore, aligning design with perceived quality is crucial.
Originality/value
This study provides valuable insights into how individual factors influence the choice of products with different aesthetic designs.
In an increasingly competitive business, companies must be able to understand what factors will influence the decision to buy. This study intends to analyze the role of packaging quality and design on the decision to buy Fatigon Hydro isotonic drinks among 100 respondents in Surabaya City. The study involved purposive sampling method to select respondents who have sufficient experience and understanding of Fatigon Hydro isotonic drink products. The study utilized quantitative methods. Statistical analysis, including regression, was used to evaluate the influence between product quality and design on packaging with the decision to purchase. The results showed that the design on the packaging contributed positively to the decision-making. In addition, consumers tend to give high value to products that are considered good quality or in accordance with consumer desires.
Children's products, which in the past were primarily made for kids and teenagers, are now also popular among adults. Psychological neoteny relates to the continuation of childhood behaviors into maturity. The goal of this study is to investigate the link between consumer neoteny and consumers' assessment of anthropomorphic product design. In order to accomplish research objectives, a cross-sectional research approach is utilized. An online survey is administered to a convenience sample of 728 university students as part of the study. Consumer neoteny is shown to be a four-dimensional construct (stimulus seeking, reality conflict, escapism, control of aggression) as a consequence of exploratory and confirmatory factor analysis. It is seen that effects of sub-dimensions of consumer neoteny on anthropomorphic product design evaluation vary. Stimulus seeking and escapism dimensions are positively associated with childlike product design. On the other hand, when the level of reality conflict increases, consumers evaluate anthropomorphic product design more negatively. The control of aggression dimension has no effect on product design assessment. This study is thought to be one of the earliest studies on consumer neoteny in Turkey. In addition, the study contributes to the literature by showing the relationship between consumer neoteny and consumers' evaluation of product design.Geçmişte daha çok çocuklar ve gençler için tasarlanan çocuksu ürünlerin günümüzde yetişkinler tarafından da tercih edildiği görülmektedir. Psikolojik neoteni, çocukluk dönemine ait davranışların yetişkinlikte devam etmesi ile ilgilidir. Çalışmada tüketici neotenisi ile tüketicilerin çocuksu ürün tasarımının değerlendirilmesi arasındaki ilişkinin incelenmesi amaçlanmaktadır. Araştırmanın amacına ulaşmak için kesit analizi araştırma tasarımı kullanılmaktadır. Çalışma kapsamında kolayda örnekleme ile 728 üniversite öğrencisi üzerinde çevrimiçi anket uygulanmaktadır. Açımlayıcı ve doğrulayıcı faktör analizleri sonucunda tüketici neotenisinin dört boyutlu (heyecan arama, gerçeklik çatışması, gündelik hayattan kaçış ve öfke kontrolü) bir yapı olduğu ortaya çıkmaktadır. Tüketici neotenisinin alt boyutlarının çocuksu ürün tasarımına etkisinin farklılaştığı görülmektedir. Heyecan arama ve gündelik hayattan kaçış boyutları çocuksu ürün tasarımını ile olumlu ilişkilidir. Buna karşılık, tüketicilerde gerçeklik çatışması arttığında çocuksu ürün tasarımını daha olumsuz değerlendirmektedir. Öfke kontrolü boyutunun ise ürün tasarım değerlendirmesi üzerinde etkisi görülmemektedir. Çalışmanın tüketici neotenisi konusunda Türkiye'de yürütülen ilk uygulamalardan olduğu düşünülmektedir. Bunun yanında çalışma tüketici neotenisi ve tüketicilerin ürün tasarımını değerlendirilmesi arasındaki ilişkiyi göstererek literatüre katkı sağlamaktadır.
Aesthetics are critically important to market acceptance. In the automotive industry, an improved aesthetic design can boost sales by 30% or more. Firms invest heavily in designing and testing aesthetics. A single automotive “theme clinic” can cost more than $100,000, and hundreds are conducted annually. We propose a model to augment the commonly used aesthetic design process by predicting aesthetic scores and automatically generating innovative and appealing product designs. The model combines a probabilistic variational autoencoder (VAE) with adversarial components from generative adversarial networks (GAN) and a supervised learning component. We train and evaluate the model with data from an automotive partner—images of 203 SUVs evaluated by targeted consumers and 180,000 high-quality unrated images. Our model predicts well the appeal of new aesthetic designs—43.5% improvement relative to a uniform baseline and substantial improvement over conventional machine learning models and pretrained deep neural networks. New automotive designs are generated in a controllable manner for use by design teams. We empirically verify that automatically generated designs are (1) appealing to consumers and (2) resemble designs that were introduced to the market five years after our data were collected. We provide an additional proof-of-concept application using open-source images of dining room chairs.
History: Puneet Manchanda served as the senior editor.
Funding: A. Burnap received support from General Motors to partially fund a postdoctoral research position for the research conducted in this work. He certifies that none of the research or its results were censored or obfuscated in its publication. J. Hauser and A. Timoshenko certify that they have no affiliations with or involvement in any organization or entity with any financial interest or non-financial interest in the subject matter or materials discussed in this manuscript.
Supplemental Material: The data files are available at https://doi.org/10.1287/mksc.2022.1429 .
We examined the factors affecting the potential of jute products and the supportive mindset toward the revival of jute entrepreneurship in Bangladesh. By using data obtained from an online questionnaire survey, we quantitatively investigated the relationship between the respondents’ mindset and their attributes. First, we found that the employment status as self-employed, the attitudes of Bangladeshi society, and jute product design were the most crucial variables influencing the potential of jute products. Secondly, the employment status as self-employed, the use of jute goods in daily life, and constraints on jute entrepreneurship had the most marked positive effects on supportive mindsets toward the need for jute entrepreneurship. Thirdly, the factors regarding inclination toward agri-entrepreneurs and conditions under which money could be saved had a significant negative effect on supportive mindsets toward jute entrepreneurship. This suggests that there is a trade-off between fostering entrepreneurship in agriculture and reviving a declining industry. Therefore, it is important to enhance further actions that will support the jute industry to revitalize.
This study examines the determinants of consumer adoption of a new product version that is innovative in design rather than in technology. Drawing on the theory of affordance actualization, the study analyzes consumers’ justification for accepting innovative products in detail. It uses data from an online survey among the buyers of the latest version of iPhone 13 in Taiwan. The research findings reveal a core logical relationship between a new product version and consumer acceptance. Research confirms that self-enhancement and self-verification are strong justifications for consumers to adopt a new product version. Finally, we suggest that enterprises should promote new products considering consumers’ self-enhancement and self-expression.
Purpose
This study aims to investigate the antecedents of design crowdsourcing decision-making, the impact of design crowdsourcing on new product performance and the moderating effect of network connectivity.
Design/methodology/approach
The sample ( n = 104) was collected from a leading social product development website; the fuzzy-set qualitative comparative analysis and two-stage least square methods were used in the investigation.
Findings
Three design attribute feature configurations (rational, emotional and kinesthetic value configurations) are conducive to firms’ adoption of design crowdsourcing and there are two configurations in which firms do not adopt design crowdsourcing. Design crowdsourcing influences new product performance positively. Network connectivity has an inverted U-shaped effect on the relationship between design crowdsourcing and new product performance.
Originality/value
These findings not only enrich crowdsourcing and social network studies but also guide crowdsourcing firms to better manage their processes and community members.
This paper studies the effect of self-construal on consumers’ purchase intention of products that vary in visual novelty, its underlying mechanism and boundary conditions. Specifically, we propose that products with low (high) visual novelty should increase the purchase intention among interdependent (independent) consumers through decreased social risk perception (increased consumer needs for uniqueness). In addition, the interaction between visual novelty and self-construal should be reduced when product type (hedonic and utilitarian) is made salient. This is because all consumers should prefer utilitarian products with low visual novelty but prefer hedonic products with high visual novelty, regardless of self-construal. Three experiments provide empirical support for these predictions.
Study 1 uses 2 (visual novelty: low/high) × 2 (self-construal: independent/interdependent) between-subjects design. A night-light with an ambiguous product type is selected as the stimulus in the form of a color print advertisement. We recruit 112 participants, design different models, distribute product pictures with different appearances, and use an existing scale to measure participants' self-construal. We confirm the interaction between visual novelty and self-construal on purchase intention.
Study 2 uses a similar between-subjects design, and a wrist-watch with an ambiguous product type as the stimulus. We recruit 140 participants and manipulate the product’s visual novelty and self-construal. Consistent with our prediction, we find an interaction between self-construal and visual novelty on consumers’ purchase intention. In addition, we provide supporting evidence for the proposed mechanism for the interaction effect that is due to consumer needs for uniqueness and perceptions of social risks.
Study 3 uses a 2 (visual novelty: low/high) × 2 (self-construal: independent/interdependent) x 2 (product type: hedonic/utilitarian) between-subjects design, to test the moderating effect of product type. Product visual novelty and self-construal are manipulated in similar manners as in Study 2. Desk-lamp is used as the stimulus. In order to minimize confounds, we manipulate the product type and verify our manipulation in a pretest. In another pretest we also verify the effectiveness of the visual novelty manipulation and rule out the potential confound of functional novelty. We recruit 302 participants for this study. The results provide support for the moderating effect of product type. Specifically, we find that, regardless of self-construal, all consumers prefer a utilitarian product with lower appearance novelty, but prefer a hedonic product with higher appearance novelty. In addition, these effects are mediated by consumer needs for uniqueness and perceptions of social risks.
In summary, the results of three studies provide convergent evidence for an interaction between self-construal and product visual novelty on consumers' purchase intention, the moderating effect of product type, and the underlying mechanism due to consumer needs for uniqueness and social risk perceptions.
Suh introduced two design axioms to the engineering community about four decades ago. Compared with other theories which presuppose an algorithmic or an iterative approach specific to a field of engineering, Axiomatic Design (AD) can be applied to solve a wide variety of problems.
There has long been interest in describing emotional experience in terms of underlying dimensions, but traditionally only two dimensions, pleasantness and arousal, have been reliably found. The reasons for these findings are reviewed, and integrating this review with two recent theories of emotions (Roseman, 1984; Scherer, 1982), we propose eight cognitive appraisal dimensions to differentiate emotional experience. In an investigation of this model, subjects recalled past experiences associated with each of 15 emotions, and rated them along the proposed dimensions. Six orthogonal dimensions, pleasantness, anticipated effort, certainty, attentional activity, self-other responsibility/control, and situational control, were recovered, and the emotions varied systematically along each of these dimensions, indicating a strong relation between the appraisal of one’s circumstances and one’s emotional state. The patterns of appraisal for the different emotions, and the role of each of the dimensions in differentiating emotional experience are discussed.
Managing new product development (NPD) is, to a great extent, a process of separating the winners from the losers. At the project level, tough decisions must be made throughout each development effort to ensure that resources are being allocated appropriately. At the company level, benchmarking is helpful for identifying the critical success factors that set the most successful firms apart from their competitors. This company- or macro-level analysis also has the potential for uncovering success factors that are not readily apparent through examination of specific projects.
The simplistic form of linear compensatory attitude modeling includes a number of significant research questions involving concepts, measurement, and analysis. Results and conclusions of marketing research on the model are summarized for each issue and directions for further development are suggested.
Consumers' reactions to rectangles have implications for package and product design. In two lab studies and an analysis of field data, the authors find that the ratio of the sides of a rectangular product or package can influence purchase intentions and preferences and is related to marketplace demand. In more exploratory inquiries, the authors also find that the impact of this ratio on consumers depends on the relative seriousness of the context in which the product is used. Furthermore, ratio can also affect product perceptions, and consumers appear to prefer a range of contiguous ratios for different contexts rather than a particular ratio.
The physical form or design of a product is an unquestioned determinant of its marketplace success. A good design attracts consumers to a product, communicates to them, and adds value to the product by increasing the quality of the usage experiences associated with it. Nevertheless, the topic of product design is rarely it ever, encountered in marketing journals. To bring needed attention to the subject of product design and enable researchers to better investigate design issues, the author introduces a conceptual model and several propositions that describe how the form of a product relates to consumers' psychological and behavioral responses. After presenting this model, the author describes numerous strategic implications and research directions.
The use of metaphor in research and in marketing is discussed. A typology is presented for the structure of the use of metaphor in understanding the brand concept. Three underpinning or 'root' metaphors are identified together with fourteen associated branch or sub-metaphors. The three root metaphors are: brand as differentiating mark, brand as person and brand as asset. A number of issues surrounding the use of metaphor in the literature on branding are identified. These include the mixing of metaphors and attempts to treat metaphors as if they are terms or constructs capable of separate definition, instead of devices by which we can understand more about the brand concept. Certain metaphors, such as brand loyalty, have become terms and have then taken on a separate meaning from the original entity they were meant to illuminate. An emergent root metaphor, brand as role, is identified as having potential to develop a broader understanding of the brand concept. A lifestage model is derived to explain how the role and use of individual metaphors evolves or changes over their life. Metaphors may pass through as many as four life stages: creation, when the metaphor is first used; a second stage in which the metaphor may become dormant; a life stage when the metaphor is at its most active; and a death stage when the metaphor becomes a term.
The vulnerability of product evaluations to influence from unattended distraction material was used as an indicator of processing differences between category-based and attribute-based evaluation. Subjects listened to descriptions of products having attributes that were either high or low prototypically to the product category. Evaluatively consistent or inconsistent material was added to both the high prototypically and the low-prototypically descriptions. Subjects instructed to evaluate the products attended to these descriptions on one channel of a set of stereo headphones, while they were simultaneously exposed to either positively or negatively toned material on the unattended channel. Subjects' evaluations of products high in prototypically were not influenced by the affective quality of the unattended material, whereas evaluations of the products low in prototypically were influenced. Subjects' evaluations suggested that both category-based and attribute-based processing occurred, but to different categories in instances that were either high or low in prototypically for the product class.
Incipient signs of a change in Zeitgeist are being felt. Under a new Zeitgeist, some theories which have been excluded, ignored or suppressed by the past dominant mainstream theories may emerge into the daylight. This article examines processes of popularization of theories and discusses how they may relate to emergence of hitherto excluded, ignored or suppressed theories. Two new concepts are introduced in this article: metaphorizability and anchorability.
The simplistic form of linear compensatory attitude modeling includes a number of significant research questions involving concepts, measurement, and analysis. Results and conclusions of marketing research on the model are summarized for each issue and directions for further development are suggested.
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
Although the role of market knowledge competence in enhancing new product advantage is assumed widely in the literature, empirical studies are lacking because of an absence of the concept definition. In this study, the authors conceptualize market knowledge competence as the processes that generate and integrate market knowledge. The authors test the conceptual model using data collected from the software industry. The findings show that each of the three processes of market knowledge competence exerts a positive influence on new product advantage. The results also reveal a positive association between new product advantage and product market performance. The findings regarding the antecedents indicate that the perceived importance of market knowledge by top management has the largest impact on the processes of market knowledge competence.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
By the spring of 2005, the European Commission hopes to present the first draft of the revisions to the Medical Device Directive to the European Council and Parliament. However, these revisions represent only part of the changing European regulatory scenario. This article discusses a tangible shift in European medical device regulatory policy and some actions that companies can take to understand and prepare for these policies.
The physical form or design of a product is an unquestioned determinant of its marketplace success. A good design attracts consumers to a product, communicates to them, and adds value to the product by increasing the quality of the usage experiences associated with it. Nevertheless, the topic of product design is rarely, if ever, encountered in marketing journals. To bring needed attention to the subject of product design and enable researchers to better investigate design issues, the author introduces a conceptual model and several propositions that describe how the form of a product relates to consumers’ psychological and behavioral responses. After presenting this model, the author describes numerous strategic implications and research directions.
This article presents a cognitive model of empowerment. Here, empowerment is defined as increased intrinsic task motivation, and our subsequent model identifies four cognitions (task assessments) as the basis for worker empowerment: sense of impact, competence, meaningfulness, and choice. Adopting an interpretive perspective, we have used the model also to describe cognitive processes through which workers reach these conclusions. Central to the processes we describe are workers' interpretive styles and global beliefs. Both preliminary evidence for the model and general implications for research are discussed.
Although many new-products professionals may harbor hopes of developing "the next big thing" in their respective industries, most product development efforts focus on incremental innovations. Accordingly, most research on the new-product development (NPD) process focuses on the development of evolutionary products. For new-products professionals seeking insights into the means for achieving breakthrough innovations, a fundamental question remains unanswered: Does the NPD process for discontinuous products differ from the process for incremental, or continuous, products? To provide a better understanding of managerial practices associated with discontinuous innovation, Robert Veryzer presents findings from an in-depth study of eight discontinuous product development projects. The study explores the key factors that affect the discontinuous NPD process, as well as the methods that the firms in this study use for assessing the radically new products they have in development. From the findings in this study, he develops a descriptive model of the discontinuous product development process, and he offers insights into the requirements for effective management of discontinuous innovation projects. Although half the firms in the study use a formal process for evaluating radically innovative products, the participants in the study generally do not employ a formal, highly structured process for managing discontinuous NPD efforts. However; these firms do follow a consistent, logical process in the development of radical innovations, and their process differs significantly from incremental NPD processes. The processes used by the firms in this study are more exploratory and less customer driven than the typical, incremental NPD process. The impetus for all the projects in this study comes from the convergence of developing technologies, various contextual or environmental factors (for example, government regulations), and a product champion or visionary. Starting from these drivers, the discontinuous NPD process focuses on formulating a product application for the emerging technologies. In all cases, these firms developed prototypes at nit earlier stage than the typical, incremental NPD process. To aid in the formulation of a new product application from emerging technologies, prototype construction in these discontinuous NPD projects precedes opportunity analysis, assessment of market attractiveness, market research, and financial analysis. (C) 1998 Elsevier Science Inc.
The passage of the Medical Device Amendments to the Federal Food, Drug, and Cosmetic Act in 1976, was a significant milestone in medical device regulation in the United States. This legislation authorizaed and mandated an ambitious regulatory program to assure the safety and effectiveness of medical devices. The legislation mandated not only the desired regulatory end, but also defined a number of the specific means by which the end was to be achieved. Resources were committed by FDA (Food and Drug Administration) to implement the Medical Device Amendments. The Bureau of Medical Devices was created. A regulatory program to assure the safety and effectiveness of medical devices was developed. Cooperative agreements between the Bureau of Medical Devices, the Bureau of Biologics, the Bureau of Drugs, and the Bureau of Radiological Health defined areas for coordination of intra-agency activity, thereby reducing the potential for wasteful duplicative activity. The Medical Device Amendments went far towards unifying medical device regulation under a single authority within a single agency.
At an ergonomically optimized VDU-workstation, a group of 10 test subjects (Ss) carried out a typing task both at the test keyboard and a reference computer keyboard. The participants' personal subjective assessments concerning the working conditions with the two keyboards and the layout of the ergonomic model were recorded via specially designed questionnaires. These were given prior to, and after, the working tests and, therefore, reflected ratings without and with working experience. The posture of the hand, the lower and the upper arm, and the shoulder during text input were evaluated quite differently as a consequence of using the two keyboards. The working posture associated with the conventional keyboard was never assessed positively. The ratings always reached positive values when operating the ergonomic model. The handling of the keyboard and the overall impression were also in favor of the test keyboard as a result of the working tests. Comfort and effort while typing at the keyboards also differed substantially and were in favor of the test keyboard. The same was true for altogether 10 items of the questionnaire, aiming at evaluation of details of the ergonomic keyboard and its overall appearance.
Various research studies have shown that a market orientation and interdepartmental integration can positively influence product development performance. Addressed in this article is whether market orientation and interdepartmental integration both equally influence product development performance, whether one of these constructs is more influential than the other, and whether such influence is dependent on the type of department being examined? Analyzing survey data from 156 marketing, manufacturing, and R&D managers, the tentative results suggest that a market orientation and interdepartmental integration correlate to improved product development and product management performance in varying degrees across these three manager sets. It appears that a positive relationship between market orientation and product development performance is likely to be reflected by the marketing department, while marketing and manufacturing departments are likely to reflect a positive relationship between the general c onstruct of market orientation and product management performance. Manufacturing managers also reflect a positive relationship between interdepartmental integration and product development and product management performance. Further analyses involving the elements of a market orientation and interdepartmental integration find that a customer orientation appears important to performance in the case of marketing managers, and that collaboration is important to performance in the case of manufacturing managers. R&D managers did not reflect any statistically significant relationships between market orientation, interdepartmental integration, their constructs, and performance. These results should not be taken as refuting the claim of an important relationship between market orientation and product development performance, however. The present results refine our understanding of market orientation to consider department-specific effects, as well as temper the claims that implementing a market orientation will readily lead to improved product development performance across all departments in an organization. This may or may not be the case, depending on the focal department.
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the ''Big Five'' dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality, Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). Tc, measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
The manufacturing industry is undergoing a major paradigm shift that is taking it from traditional manufacturing into a world of agile manufacturing. An agile corporation should be able to rationalize its manufacturing facilities and produce a large variety of products at lower cost in time. Designs of modular products and reconfigurable processes are crucial to agile manufacturing. Modular products refer to products, assemblies and components that fulfill various functions through the combination of distinct building blocks (modules). Modular product design is becoming a focus of attention and is frequently stated as a goal of good design practice in current engineering areas. However, it has not received sufficient attention in the literature. The goal of this paper is to present the concept of modularity, review the literature on modular product design, and formulate research issues related to the development of modular products
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Implementation pervades strategic performance. It is a critical link between the formulation of marketing strategies and the achievement of superior organizational performance. Research conducted in this area generally has suffered from a lack of conceptual and empirical grounding. Furthermore, implementation research often ignores the mid-level managers, who are intricately involved in most implementation activities. The authors integrate a broad literature review and a grounded theory-building process to develop a model of important factors that influence the implementation of marketing strategies from a managerial perspective. They test this model in a study of mid-level marketing managers in two different organizations. The results provide insights into the nature of implementation in marketing and suggest future research opportunities.
Although the role of market knowledge competence in enhancing new product advantage is assumed widely in the literature, empirical studies are lacking because of an absence of the concept definition. In this study, the authors conceptualize market knowledge competence as the processes that generate and integrate market knowledge. The authors test the conceptual model using data collected from the software industry. The findings show that each of the three processes of market knowledge competence exerts a positive influence on new product advantage. The results also reveal a positive association between new product advantage and product market performance. The findings regarding the antecedents indicate that the perceived importance of market knowledge by top management has the largest impact on the processes of market knowledge competence.
This article presents a cognitive model of empowerment. Here, empowerment is defined as increased intrinsic task motivation, and our subsequent model identifies four cognitions (task assessments) as the basis for worker empowerment: sense of impact, competence, meaningfulness, and choice. Adopting an interpretive perspective, we have used the model also to describe cognitive processes through which workers reach these conclusions. Central to the processes we describe are workers' interpretive styles and global beliefs. Both preliminary evidence for the model and general implications for research are discussed.
A main component of branding is to link a brand name to nonverbal cues that facilitate brand name memory. The authors of a study examine the integration in memory of auditory and visual brand identifiers with brand names written in the logographic Chinese script compared with the alphabetic English script. The first experiment compares native Mandarin speakers living in China with native English speakers living in the US. The second experiment examines bilingual Cantonese-English speakers living in Hong Kong. The results of the experiments suggest that visual brand identifiers are integrated in memory more easily with Chinese brand names, whereas auditory brand identifiers are integrated in memory more easily with English brand names.
Beauty and brains, pleasure and usability go hand-in-hand in good design.
Although the Scandinavian countries Denmark, Norway, Finland, and Sweden are most often perceived as a rather homogeneous set of nations there are interesting diversities in the paths and patterns of the development of psychology. The strong experimental, neurobiological, and cognitive orientation of psychology in Finland and Sweden is contrasted with the more phenomenologically and clinically oriented psychology in Norway and Denmark. The concepts of Zeitgeist, Ortgeist, and personalities are used to explain the different courses of development in the Scandinavian countries. In Denmark and Norway a few dominant personalities in a few dominant university departments seem to have shaped the formation of psychology to a greater extent than in Finland and Sweden. The relatively late start of psychology as an independent academic discipline has opened Sweden and Finland to impulses from the Anglo-American empirical tradition. Within-country differences are highlighted with special reference to the Swedish development. Various local "schools" of psychology are characterized with Stockholm as the most notable example. Although psychophysics plays an insignificant role in Swedish psychology today, a pedigree with reference to Gösta Ekman demonstrates its critical and dominating role for the development of psychology in Sweden.
As shoppers, what factors influence our decision to purchase an object or service? Why do we chose one product over another? How do we attribute value as part of the shopping experience? The theme of 'serving' the customer and customer satisfaction is central to every formulation of the marketing concept, yet few books attenpt to define and analyse exactly what it is that consumers want. In this provocative collection of essays, Morris Holbrook brings together a team of the top US and European scholars to discuss an issue of great importance to the study of marketing and consumer behaviour. This ground-breaking, interdisciplinary book provides an innovative framework for the study of consumer value which is used to critically examine the nature and type of value that consumers derive from the consumption experience - effiency, excellence, status, esteem, play, aesthetics, ethics, spirituality. Guaranteed to provoke debate and controversy, this is a courageous, individualistic and idiosyncratic book which should appeal to students of marketing, consumer behaviour, cultural studies and consumption studies.
Examines the importance of the design process in the development of a
quality product. Discusses the concept of concurrent engineering which
regards design as a process which begins at concept, and continues through
physical design development and into manufacturing and involves a wide
variety of disciplines such as marketing, manufacturing, business planning
and finance. Outlines the use of critical parameter management to predict
the functionality of a design and the design intent of a product. Concludes
that critical parameter management can bring many improvements to the
concurrent engineering process, bringing engineering and manufacturing closer
together and bringing the customer influence into design thinking.
This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption-mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.