A Pilot Study of Exploring the Relationship Between Dechnology Product and Product Personality
Cultural creative products emphasize personalization to meet the needs of consumers who hope to be unique and different. The purpose of this study is to explore whether if there is a correlation between consumers’ dominant or recessive personality traits and their selection of or preference for products. This study is divided into three stages, the first stage finds the relationship between personality traits and the five aspects of product personalization through literature review; the second stage is an experiment that recruits 105 college juniors in day school and night school, and asks them to complete a PDP personality test to learn the personality traits of these college consumers; the third stage provides a manual containing 41 designed Dechnology products and asks the subjects to intuitively choose products based on their own preference. The subjects are not under any pressure and do not need to evaluate the products’ design, functions or aesthetics. After data collection is completed, subjects’ personality traits are categorized and the product voting results are analyzed. Finally, this study concludes that there is a significant correlation between consumers’ personality traits and their preference for Dechnology products. After compiling statistics on similar and different selections made by subjects with each personality trait, this study found that products selected by subjects with different personality traits also have multiple personalities. This study also found that consumers with different personality traits showed different preferences when selecting products, and analysis of products’ design and functions showed that product personality was consistent with consumers’ personality trait. Results of this study can serve as reference for product planners, designers and marketing personnel.
KeywordsPDP Dechnology Personality traits Product personality
The authors gratefully acknowledge the support for this research provided by the Ministry of Science and Technology under Grant No. MOSY-103-2410-H-144-003 and MOST-103-2221-E-144-001. The authors also wishes to thank Prof. Jhon. G. Kreifeldt and Po-Hsien Lin, especially, Prof. Rungtai Lin.
- Costa Jr., P.T., McCrae, R.R.: NEO—PIR: Professional Manual. Psychological Assessment Resources, FL (1992)Google Scholar
- Gatewood, R.D., Field, H.S.: Human Resource Selection. The Dryden Press, Forthworth (1998)Google Scholar
- Govers, P., Mugge, R.: ‘I love my jeep, because its tough like me’: the effect of product-personality congruence on product attachment. Paper presented at the Proceedings of the Fourth International Conference on Design and Emotion, Ankara, Turkey (2004)Google Scholar
- Jordan, P.W.: Producst as personalities. Paper presented at the Contemporary Ergonomics, Hanson, MA (1997)Google Scholar
- Lewalski, Z.: Product Esthetics – An Interpretation for Designers. Design & Development Engineering Press, Carson City (1988)Google Scholar
- Lin, R., Kreifeldt, J.G.: Do Not Touch: The Conversation Between Dechonology and Literature of Art (2014)Google Scholar
- Zhou, Z.J.: The Shaping of Complexity Image-Based on the Characteristics of Style. Chenkong University, Tainan (2001)Google Scholar
- Yang, M.Y., Yu, W.L.: The product traits of Alessi products. Res. Des. J. 11(1), 1–22 (2008)Google Scholar