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A matter of perspective: Design newness and its performance effects

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  • Talke, Katrin
  • Müller, Sebastian
  • Wieringa, Jaap E.

Abstract

Several studies suggest that products with a distinctive exterior design outperform products without differentiating aesthetics. So far, a product's design newness has been assessed by a comparison to the design of competing products. Drawing on categorization theory, we argue that two additional perspectives are important: design newness with respect to the product's brand portfolio and that with respect to the product's predecessor. Results of an empirical study in the domain of cars confirm that all three perspectives of design newness have different and significant sales effects. Consumers' tolerance for newness is found to be most conservative within the predecessor perspective, followed by moderate levels of newness in the brand portfolio perspective and high levels in the competitor perspective. To maximize performance, manufacturers should therefore develop designs that have high novelty compared to the competitive set and are moderately novel compared to the brand's product portfolio and to the preceding model generation. A second empirical application in the context of smart phones confirms these findings.

Suggested Citation

  • Talke, Katrin & Müller, Sebastian & Wieringa, Jaap E., 2017. "A matter of perspective: Design newness and its performance effects," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 399-413.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:2:p:399-413
    DOI: 10.1016/j.ijresmar.2017.01.001
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    3. Hammad Bin Azam Hashmi & Chengli Shu & Syed Waqar Haider & Adeel Khalid & Yasin Munir, 2021. "Bridging the Gap Between Product Design and Customer Engagement: Role of Self-Determined Needs Satisfaction," SAGE Open, , vol. 11(4), pages 21582440211, November.
    4. Gilal, Faheem Gul & Gilal, Naeem Gul & Shahid, Shadma & Gilal, Rukhsana Gul & Shah, Syed Mir Muhammad, 2022. "The role of product design in shaping masstige brand passion: A masstige theory perspective," Journal of Business Research, Elsevier, vol. 152(C), pages 487-504.
    5. Kunyoung Hong & Boyoung Kim, 2020. "Organizational Resource and Innovativeness to Sustainable Design Outsourcing Service," Sustainability, MDPI, vol. 12(13), pages 1-16, June.

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