Proceedings of the Korean Society for Emotion and Sensibility Conference (한국감성과학회:학술대회논문집)
- 1999.03a
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- Pages.97-102
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- 1999
A Study on Moderating Effect of Unity on Typicality Effect In Product Form
제품 형태에 있어서 전형성 효과에 대한 통일성의 조절효과에 관한 연구
Abstract
The purpose of this study is to find out the moderating influences of unity on typicality effect of prototype theory in new product development process. It is said in the classical point of view of categorization that the higher level of typicality, the more preference a consumer have on a specific product. According to, however, the prototype theory's view on the relationship between product preference and typicality, there is an inverted U-shaped relationship between those two factors. But the prototype theory is needed to be verified with various design variables such as harmony, proportion, balance etc as well as unity. Therefore this study verified moderating effect of unity on typicality effect of new product.
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