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The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs

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  • Veryzer, Robert W, Jr
  • Hutchinson, J Wesley
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    Abstract

    Unity and prototypicality are important visual aspects of product design. These design principles were operationalized by modifying line drawings of existing products. The results of four experiments provide evidence that these two factors positively affect aesthetic response. These effects were strongest when visual properties were the sole basis of judgment and when design variations were easily compared. However, they persisted when aesthetic aspects were combined with other product information and when comparing design features was difficult. The effect of unity was found to be superadditive, suggesting that it has a relational, "all-or-none" character. Finally, regression analyses show that direct effects of the design modifications on aesthetic response exist in addition to possible indirect effects that are mediated by perceived typicality. Copyright 1998 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 24 (1998)
    Issue (Month): 4 (March)
    Pages: 374-94

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    Handle: RePEc:ucp:jconrs:v:24:y:1998:i:4:p:374-94

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Joseph Guiltinan, 2010. "Consumer durables replacement decision-making: An overview and research agenda," Marketing Letters, Springer, vol. 21(2), pages 163-174, June.
    2. Noble, Charles H. & Kumar, Minu, 2008. "Using product design strategically to create deeper consumer connections," Business Horizons, Elsevier, vol. 51(5), pages 441-450.
    3. Cappetta, Rossella & Cillo, Paola & Ponti, Anna, 2006. "Convergent designs in fine fashion: An evolutionary model for stylistic innovation," Research Policy, Elsevier, vol. 35(9), pages 1273-1290, November.
    4. Pires Gonçalves, Ricardo, 2008. "Consumer Behavior: Product Characteristics and Quality Perception," MPRA Paper 11142, University Library of Munich, Germany.
    5. Lee, Seunghyun & Ha, Sejin & Widdows, Richard, 2011. "Consumer responses to high-technology products: Product attributes, cognition, and emotions," Journal of Business Research, Elsevier, vol. 64(11), pages 1195-1200.
    6. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.
    7. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.

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