Batra / Seifert / Brei The Psychology of Design

Creating Consumer Appeal
Erscheinungsjahr 2015
ISBN: 978-1-317-50209-8
Verlag: CRC Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 376 Seiten

Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.

Autoren/Hrsg.

Batra, Rajeev

Seifert, Colleen

Brei, Diann

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Foreword – Don Norman. Introduction – Rajeev Batra, Colleen Seifert and Diann Brei. A. EMBODIED COGNITION AND SENSORY DESIGN 1. Sensory Imagery for Design -- Aradhna Krishna. 2. Implications of Haptic Experience for Product and Environmental Design -- Joshua Ackerman. 3. Verticality and Conceptual Metaphors – Luca Cian & Norbert Schwarz. 4. The building blocks of design: Conceptual scaffolding as an organizing framework for design – Lawrence Williams. B. AESTHETIC PRINCIPLES IN DESIGN 5. Aesthetic Principles in Product Design and Cognitive Appraisals: A Consumption Perspective -- Minu Kumar and Anjan Chatterjee. 6. Effects of Design Symmetry on Consumer Perceptions of Brand Personality – Aditi Bajaj and Samuel Bond. 7. How to Design Logos to Increase Brand Equity -- Antonios Stamatogiannakis and Jonathan Luffarelli and Haiyang Yang. 8. Dominant Designs: The Role of Product Face-Ratios and Anthropomorphism on Personality Traits and Consumer Preferences -- Ahreum Maeng and Pankaj Aggarwal. 9. The Impact of Product Aesthetics on Choice: A Dual-Process Explanation – Claudia Townsend and Sanjay Sood. C. DESIGNING WITH COLOR 10. Color Design and Purchase Price: How Vehicle Colors Affect What Consumers Pay to New and Used Cars – Keiko I. Powers. 11. Blue-washing the Green Halo: How Colors Color Ethical Judgments – Aparna Sundar and James J. Kellaris. D. DESIGNING WITH SHAPES 11. Motivational Antecedents and Inferential Consequences of Cuteness in Product Failure – TingTing Wang and Anirban Mukhopadhyay. 12. Cuteness, Nurturance, and Implications for Visual Product Designs – Jia, Gratiana Pol and C.W. Park. 13. Curvature from All Angles: A Review and Implications for Product Design -- Tanuka Ghoshal, Peter Boatwright, MALIKA M. 14. Ergonomic Design and Choice Overload: Ergonomy of choice vs. Ergonomy of use -- Matteo Visentin, Samuel Franssens, and Simona Botti. E. UNDERLYING PSYCHOLOGICAL PROCESSES 15. Good Aesthetics is Great Business: Do We Know Why? -- Ravi Chitturi. 16. Concealed but Felt: Change Blindness and the Evaluative Consequences of Dynamic Transference -- James A. Mourey and Ryan S. Elder. 17. Product Aesthetics and the Self – Kelly Herd and C. Page Moreau. 18. Processing Fluency of Product Design: Cognitive and Affective Routes to Aesthetic Preferences – Jan Landwehr. 19. The Aesthetics of Brand Name Design: Form, Fit, Fluency, and Phonetics -- Sarah Roche, L.J. Shrum and Tina M. Lowrey. F. THE DESIGN PROCESS 20. Designing for Experience – Bernd Schmitt. 21. Design Heuristics – Richard Gonzalez and Colleen Seifert. 22. Eye-tracking Aids in Understanding Consumer Product Design Evaluations – Ping Du and Erin MacDonald. 23. Enhancing Design Intuition – Jeff Hartley.

Über Autor(innen)

Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan, USA.

Colleen M. Seifert Professor of Psychology, at the Department of Psychology, University of Michigan, USA.

Diann E. Brei is Professor of Mechanical Engineering; Associate Chair for Undergraduate Education at the University of Michigan, USA.