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首页> 外文学位 >When very good looks kill: Consumers' performance evaluations of highly attractive product design.
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When very good looks kill: Consumers' performance evaluations of highly attractive product design.

机译：当漂亮的外观被杀死时：消费者对极具吸引力的产品设计的性能评估。

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摘要

In a time when companies are able to match each other on dimensions of quality and price, superior design is seen as a key to winning customers. But while design has been an area of growing concern, it remains unclear whether superior design should be a goal sought after by all. Through the course of four studies, this dissertation examines the effect of visually attractive product design upon consumers' perceptions of quality and argues that under certain circumstances, companies might be adversely impacted in pursuit of highly attractive visual design.;The goal of Study 1 is to examine the relationship between visual product attractiveness, brand reputation, processing capabilities and perceived performance. I find that when processing capabilities are unconstrained, there is a positive relationship between visual attractiveness and perceived performance for highly reputed brands but an inverted U-shaped relationship for weakly reputed brands. When processing capabilities are constrained, there is a positive relationship between visual attractiveness and perceived performance regardless of the level of brand information. Study 2 tests the robustness of the proposed model by demonstrating that the inverted U-shaped relationship between visual attractiveness occurs in the presence of other extrinsic product information such as country-of-origin reputation. Study 3, seeks to examine the processing mechanisms involved in the previous studies by measuring participants' response latencies and shows that these judgments of performance are made very quickly, except when a product of high visual attractiveness is accompanied by weak extrinsic information, such as weak brand reputation. Finally, Study 4 tests the boundary conditions of the observed phenomena by examining whether or not the same pattern of results hold true for products that are primarily hedonic (versus functional) and finds that contrary to the results in the previous three studies, for hedonic products there only seems be a positive relationship between visual attractiveness and perceived performance.;This dissertation speaks widely to the diverse community involved in product design decisions. By understanding the boundary conditions within which this effect operates, we can work toward informing both marketers and designers of the possible perils of an excessive detail to a product's visual design.
机译：在公司能够在质量和价格方面相互匹配的时代，卓越的设计被视为赢得客户的关键。但是，尽管设计一直是人们日益关注的领域，但尚不清楚是否应将高级设计作为所有人追求的目标。通过四项研究，本论文研究了视觉吸引人的产品设计对消费者对质量观念的影响，并认为在某些情况下，公司在追求高度吸引人的视觉设计方面可能会受到不利影响。研究1的目标是检查视觉产品吸引力，品牌声誉，加工能力和感知性能之间的关系。我发现，当处理能力不受限制时，知名度较高的品牌在视觉吸引力和感知性能之间存在正相关关系，而知名度较弱的品牌则呈倒U型关系。当处理能力受到限制时，无论品牌信息的级别如何，视觉吸引力和感知性能之间都存在正相关关系。研究2通过证明存在其他外在产品信息（例如原产国声誉）的情况下，视觉吸引力之间的倒U形关系来检验所提出模型的鲁棒性。研究3试图通过测量参与者的反应潜伏期来研究先前研究中涉及的加工机制，并表明对性能的判断非常迅速，除非视觉吸引力高的产品伴随着弱的外部信息（例如虚弱的信息）品牌声誉。最后，研究4通过检查对于主要为享乐性产品（相对于功能性产品）是否适用相同的结果模式来检验观察到的现象的边界条件，并发现与享乐产品的前三项研究结果相反视觉吸引力和感知性能之间似乎只有正相关关系。本论文广泛地涉及参与产品设计决策的多元化群体。通过了解这种效果所处的边界条件，我们可以努力向营销人员和设计师告知产品视觉设计中过多细节的可能危险。

著录项

  • 作者

    Batra, Rishtee Kumar.;

  • 作者单位

    Boston University.;

  • 授予单位 Boston University.;
  • 学科 Business Administration Marketing.;Psychology Social.
  • 学位 D.B.A.
  • 年度 2009
  • 页码 150 p.
  • 总页数 150
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;社会心理、社会行为;
  • 关键词

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