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首页> 外文期刊>Journal of product innovation management >Product Choice and the Importance of Aesthetic Design Given the Emotion-laden Trade-off between Sustainability and Functional Performance
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Product Choice and the Importance of Aesthetic Design Given the Emotion-laden Trade-off between Sustainability and Functional Performance

机译：考虑到可持续性和功能性能之间的情感折衷，产品选择和美学设计的重要性

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This paper investigates the trade-off decision that consumers face when choosing between a product that is perceived to be more sustainable (i.e., more socially and environmentally responsible) and another product that instead is perceived to offer superior functional performance. Prior research has demonstrated that consumers often believe that there is a trade-off between sustainability and performance, and in some cases, this trade-off may be real and not just perceived. The objectives of the current research are to understand the mediators and moderators of this trade-off choice and to illustrate one specific way in which to use this understanding to promote the consumption of relatively more sustainable products despite a perceived performance trade-off. Two separate studies were conducted. The first employed a student-based sample, whereas the second employed a nationally representative online sample. In both studies, participants were presented with a choice between two consumer products. One product was depicted as having superior sustainability characteristics (and average functional performance), and the other product was depicted as having superior functional performance (and average sustainability characteristics). Participants were asked to imagine that they were leaning toward choosing one product over the other, and then rated the degree to which they were feeling a set of possible emotions. Following these ratings, participants chose one of the products. The results suggest that consumers presented with such a trade-off will tend to choose the product with superior functional performance over the product with superior sustainability characteristics, due to feelings of distress, until a minimum threshold of functional performance is achieved. The current research also shows that choice given this trade-off depends upon the degree to which consumers value sustainability that, in turn, is mediated by consumers' feelings of confidence and guilt. Further, based on an understanding of the emotions mediating choice in this context, the authors demonstrate how the effective use of product aesthetic design can improve the relative choice likelihood of sustainable products. Specifically, the authors demonstrate that superior aesthetic design has a disproportionately positive effect on the choice likelihood of sustainability-advantaged (versus performance-advantaged) products due to the effect that superior aesthetic design has on overcoming the potential lack of confidence in sustainable products. These findings highlight the specific value of aesthetic product design in the context of marketing sustainable products and suggest that it is especially important for firms interested in marketing sustainable products to also develop market-leading product aesthetic design capabilities.
机译：本文研究了消费者在选择一种更具可持续性（即更具社会和环境责任感）的产品与另一种被认为具有更高功能性能的产品之间进行选择时所面临的权衡决策。先前的研究表明，消费者通常认为，可持续性和性能之间存在折衷，并且在某些情况下，这种折衷可能是真实的，而不仅仅是感知。当前研究的目的是了解这种折衷选择的调解者和调解者，并说明一种尽管理解了性能折衷也可以利用这种理解来促进相对可持续发展的产品的消费的一种特定方式。进行了两个单独的研究。第一个使用基于学生的样本，而第二个使用全国代表性的在线样本。在两项研究中，都向参与者展示了两种消费产品之间的选择。一种产品被描述为具有出色的可持续性特征（和平均功能性能），另一种产品被描述为具有出色的功能性性能（和平均可持续性特征）。要求参与者想象他们倾向于选择一种产品而不是另一种产品，然后对他们感觉到一组可能的情绪的程度进行了评估。根据这些评级，参与者选择了其中一种产品。结果表明，面对折衷的消费者会由于苦恼的感觉而选择功能性能优于具有可持续性特征的产品，直到达到功能性能的最低阈值为止。当前的研究还表明，考虑到这种折衷，选择取决于消费者对可持续性的重视程度，而可持续性又由消费者的自信和内感所介导。此外，基于在这种情况下对情绪介导选择的理解，作者证明了如何有效地使用产品美学设计可以提高可持续产品的相对选择可能性。具体而言，作者证明，由于出色的美学设计具有克服潜在的对可持续性产品缺乏信心的作用，因此，卓越的美学设计对可持续发展优势（相对于性能优势）产品的选择可能性具有不成比例的积极影响。这些发现突出了在营销可持续产品的背景下美学产品设计的特殊价值，并表明对于有兴趣营销可持续产品的公司来说，开发具有市场领先地位的产品美学设计能力尤为重要。

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