Aesthetic responses to prototypicality and uniqueness of product design
研究对产品设计典型性和独特性的审美反应
Steven J. Stanton1 amp; Janell D. Townsend1 amp; Wooseong Kang2
Abstract This paper investigates how dimensional measures of product design form influence the aesthetic responses of consumers through the concepts of product prototypicality and uniqueness. We develop and test a model with two different methods. The first is a longitudinal panel of passenger vehicle models available in the U.S. automotive market from 1999 to 2007. The data includes 16 firms, 32 brands, and 137 products (i.e., vehicle models) from four product-based, industry-derived market segments. We also conduct an experiment motivated by the results of the model. The model results suggest prototypical design and aesthetic response can vary by the relative prototypicality and sub-dimensions of the productrsquo;s design. Results from both the model and experiment suggest that consumers prefer prototypical design form across the entire passenger car market, but prefer unique design form within specific market segments. Theoretical and managerial implications are discussed.
摘要：本文考察了通过产品典型性和独特性的概念与消费者的审美反应对三维测量产品设计形式的影响。我们开发和测试模型有两种不同的方法。首先是一个纵向面板，美国客运车型汽车市场从1999到2007。数据包括16家公司，32个品牌，和137个产品（即车型）从四个产品为基础，行业衍生的细分市场。我们还进行了实验的动机的结果的模型。模型计算结果表明，原型设计和审美反应可以改变相对典型性维度的产品设计。从模型和实验结果表明，消费者喜欢在整个客运市场的原型设计形式，但在特定的细分市场更喜欢独特的设计形式。最后对理论和管理的影响进行了讨论。
Keywords Prototypicality . Product design . Product form . Aesthetic response . Automotive industry
关键词：典型性、产品设计、产品形态、审美反应、汽车行业
1 Introduction
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