Design for better comprehension

Design for better comprehension: Design opportunities for facilitating consumers' comprehension of really new products (RNPs)

Peiyao, Cheng (The Hong Kong Polytechnic University)
Mugge, R. (TU Delft Marketing and Consumer Research)
de Bont, Cees (The Hong Kong Polytechnic University)

Vogel, C. (editor)
Muratovski, G. (editor)

2017

Developing successful RNPs can bring competitive advantages for companies. However, the success rate of RNPs are relatively low because consumers often feel resistant to adopt them. One reason for consumers’ resistance is their lack of comprehension of RNPs. To facilitate consumers’ comprehension, this paper conceptually discusses the opportunities related to designing the appearances of RNPs. More specifically, to facilitate consumers’ internal and external learning, this paper explores four underlying mechanisms: 1) product appearance as a visual cue to trigger category-based knowledge transfer, 2) to trigger analogy-based knowledge transfer, 3) product appearance as an information carrier to communicate innovative functionality directly, and 4) product appearance as a way to trigger congruity with innovative functionality of RNPs. The rationales for each underlying mechanism are conceptually discussed, supported with relevant empirical evidence and examples found in the markets.

Consumers' comprehension
consumers' internal learning
consumers' external learning
really new products (RNPs)
product appearance

http://resolver.tudelft.nl/uuid:7255df6b-ed6a-4294-bf84-882e72470056

https://doi.org/10.7945/C2X38T

IASDR, Cincinnati

Proceedings of the IASDR Conference RE: Research

IASDR 2017 the Seventh International Association of Societies of Design Research Conference, 2017-10-31 → 2017-11-03, the University of Cincinnati's College of Design, Architecture, Art, and Planning, Cincinnati, United States

Institutional Repository

conference paper

© 2017 Cheng Peiyao, R. Mugge, Cees de Bont