Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Product choice and anthropomorphic designs : do consumption goals shape innate preferences for human-like forms?
Authors : Miesler, Linda
DOI : 10.2752/175630612X13330186684231
Published in : The Design Journal
Volume(Issue) : 15
Issue : 3
Pages : 373
Pages to: 392
Issue Date: 2012
Publisher / Ed. Institution : Routledge
ISSN: 1460-6925
Language : English
Subjects : Consumer behaviour; Anthropomorphism; Product Design
Subject (DDC) : 658.5: Production management
658.8: Marketing management
Abstract: Some product forms such as designs mimicking human shapes are supposed to trigger innate preferences in consumers. In design and marketing literature, there is some evidence supporting such a preference bias toward anthropomorphic forms. However, it is still an open question whether preferences for anthropomorphically designed products can be attenuated by contextual factors. Assuming that consumers are sensitive to the value (e.g. functional or emotional benefits from usage) product design communicates, we postulated that consumers should prefer anthropomorphic designs mainly when future consumption serves emotional, but not functional, goals. In an experiment, where participants were exposed to different kinds of consumption scenarios, we found that participants' preferences for anthropomorphic designs varied with the scenarios. Further, we found tentative evidence for product-related emotional responses, elicited at the moment of purchase. Our results show the limits of biologically determined preferences, and emphasize the impact of anticipating future interactions on present design preferences.
Fulltext version : Published version
License (according to publishing contract) : Licence according to publishing contract
Departement: Life Sciences and Facility Management
School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Institute of Natural Resource Sciences (IUNR)
Appears in Collections:Publikationen Life Sciences und Facility Management

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