Abstract
We analyzed customer expertise in purchasing a car that satisfies customer needs for affective design. The approach was based on a hierarchical patterns analysis. There is a hierarchy of requirements starting with simple marketing requirements and ending with final design details. We assume that there is a rationale for customer’s evaluation of cars, and that evaluations are connected to design details. The purpose of using a hierarchical pattern was to model how car buyers evaluate car appearance. In addition, a hierarchical pattern is helpful to establish a dialog between car buyers and designers and create a frame work, where customer requirements can be satisfied. The study examined five main roles of product appearance, namely: Aesthetics, Symbolic Meaning, Functionality, Ergonomics and Categorization. The functional and ergonomics role are described as semantic roles as they address user’s evaluation of the apparent utility and perceived quality of a design. Twenty-six sets of evaluations were obtained from interviews with 13 subjects. To arrive at hierarchical patterns, the data was analyzed in three steps: Step 1 involved classifying responses into three groups: “I like”, “I dislike” and “I want to modify”. Step 2 transformed the results into hierarchical patterns using questions such as “Why do you like this car?” Step 3 analyzed and generalized the hierarchical patterns into a few simple patterns. The analyses yielded seven different hierarchical patterns, which generally fit all the evaluations of cars. The results are discussed in the context of the product appearance roles.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Helander M, Khalid H (2012) Chapter 21. Affective engineering and design. In: Salvendy G (ed) Handbook on human factors and ergonomics, 4th edn. Wiley, New York
Khalid H, Opperud A, Radha J, Xu Q, Helander M (2012) Elicitation and analysis of affective needs in vehicle design. Theor Issues Ergon Sci 13:318–334
Black CD, Baker MJ (1987) Success through design. Des Stud 8(4):207–215
Gemser G, Leenders M (2001) How integrating industrial design in the product development process impacts on company performance. J Prod Innov Manag 18(1):28–38
Berkowitz M (1987) Product shape as a design innovation strategy. https://onlinelibrary.wiley.com/doi/abs/10.1111/1540–5885.440274
Dawar N, Parker P (1994) Marketing universals: consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. J Mark 58:81–95
Bloch PH (1995) Seeking the ideal form: product design and consumer response. J Mark 59(3):16–29
Bitner MJ (1992) Servicescapes: the impact of physical surroundings on customers and employees. J Mark 56:57–71
Solomon MR (1983) The role of products as social stimuli: a symbolic interactionism perspective. J Consum Res 10(December):319–329
Ellis WD (1950) A source book of gestalt psychology. Routledge, London
Berlyn DE (1980) Psychological aesthetics. In: Triandis HC (ed) Handbook of cross-cultural psychology, vol 3. Allyn & Bacon, Boston
Jones P (1991) Taste today. Pergamon Press, New York
Meyers-Levy J, Tybout AM (1989) Schema congruity as a basis for product evaluation. J Consum Res 16:39–54
O’Shaughnessy E (1992) Enclaves and excursions. Int J Psycho-Anal 73:603–611
Krippendorff K (1989) On the essential contexts of artifacts or on the proposition that design is making sense (of things). Des Issues 5(2):9–38
Holbrook MB (1980) Some preliminary notes on research in consumer esthetics. In: Olson JC (ed) Advances in consumer research, vol 7. Association for Consumer Research, Ann Arbor, pp 104–108
Creusen MEH, Schoormans JPL (2005) The different roles of product appearance in consumer choice. J Prod Innov Manag 22(1):63–81
Dittmar H (1992) The social psychology of material possessions: to have is to be. St Martin’s Press, New York
Schmitt B, Simonson A (1997) Marketing aesthetics: the strategic management of brands, identity, and image. The Free Press, New York
Muller W (2001) Order and meaning in design. Lemma Publishers, Utrecht
Ashby M, Johnson K (2002) Materials and design. Butterworth, Heinemann, Oxford
Veryzer RW Jr (1995) The place of product design and aesthetics in consumer research. In: Kardes FR, Mita Sujan M (eds) NA - advances in consumer research, vol 22. Provo, Association for Consumer Research, pp 641–645
Srinivasan SS, Anderson R, Ponnavolu K (2002) Customer loyalty in e-commerce: an exploration of its antecedents and consequences. J Retail 27:279–295
Hoyer WD (1984) An examination of consumer decision making for a common repeat purchase product. J Consum Res 11(3):822–829
Olshavsky RW, Spreng RA (1996) An exploratory study of the innovation evaluation process. J Prod Innov Manag 13(6):512–529
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Goh, J.C., Helander, M.G. (2019). Creativity in Uncovering Customer Expertise for Affective Design. In: Bagnara, S., Tartaglia, R., Albolino, S., Alexander, T., Fujita, Y. (eds) Proceedings of the 20th Congress of the International Ergonomics Association (IEA 2018). IEA 2018. Advances in Intelligent Systems and Computing, vol 824. Springer, Cham. https://doi.org/10.1007/978-3-319-96071-5_86
Download citation
DOI: https://doi.org/10.1007/978-3-319-96071-5_86
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-96070-8
Online ISBN: 978-3-319-96071-5
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)