Browse > Article
http://dx.doi.org/10.9723/jksiis.2019.24.5.065

The Effect of Design Personality on the Relationship between Design Personality and Consumer Response  

Na, Kwang Jin (원광대학교 경영학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.24, no.5, 2019 , pp. 65-76 More about this Journal
Abstract
This research examines the effects of perceived design personality on consumer responses such as attitude toward products and purchase intention. Furthermore, the study analyzes if the design typicality moderates the effects of design personality on consumer responses. The research results found that when consumers are exposed to a typical design, they are more likely to perceive sincerity and ruggedness at a higher level. On the other hand, consumers tend to perceive a higher level of excitement and sophistication, as they are exposed to the atypical design. Besides, competence and ruggedness have positive effects on buying intention in the case of a typical design, while sincerity, excitement, and sophistication have positive impacts on buying intention in the case of an atypical design. Lastly, competence and ruggedness are found to have positive impacts on design attitude more in the typical design than in the atypical design, whereas sophistication showed positive impacts on design attitude more in the atypical design than in the typical design. Additionally, competence has more influence on product buying intention in the typical design and excitement has more effect on it in the atypical design.
Keywords
Design personality; Design typicality; Product design attitude;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Hollins, B. and Pugh, S. (1990). Successful Product Design, London: Butterworths.
2 Aaker, J. L. (1997). Dimensions of Brand Personality, Journal of Marketing Research, 34(3), 347-356.   DOI
3 Allen, M., Gupta, W. R. and Monnier, A. (2008). The Interactive Effect of Cultural Symbols and Human Values on Taste Evaluation, Journal of Consumer Research, 35(2), 294-308.   DOI
4 Anderson, N. H., (1968). Likeableness Ratings of 555 Personality-trait Words, Journal of Personality and Social Psychology, 9, 272-279.   DOI
5 Batra, R., Lehmann, D. R. and Singh, D. (1993). The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences, in David A. A. and Alexander B., (Eds.), Brand Equity and Advertising, Hillsdale, NJ: Lawrence Erlbaum Associates.
6 Belk, R. W. (1988). Possessions and the Extended Self, Journal of Consumer Research, 15(2), 139-168.   DOI
7 Brunel, F. F. and Kumar, R. (2007). Design and the Big Five: Linking Visual Product Aesthetics to Product Personality, in Fitzsimons, G. and Morwitz, V. (Eds.), Advances in Consumer Research, Association for Consumer Research, 34, 238-239.
8 Carpenter, G. S. and Nakamoto, K. (1989). Consumer Preference Formation and Pioneering Advantage, Journal of Marketing Research, 26(3), 285-298.   DOI
9 Desmet, P. M. A. (2002). Designing Emotions, Delft: Delft University of Technology, Netherlands.
10 Desmet, P. M. A., Nicolas, J. C. O. and Schoormans, J. P. (2008). Product Personality in Physical Interaction, Design Studies, 29(5), 458-477.   DOI
11 Dumaine, B. (1991). Designs that Sells and Sells and..., Fortune, 11(1), 86-94.
12 Engel, J. F. and Blackwell, R. D. (1983). Consumer Behavior, Chicago: Dryden Press.
13 Govers, P. C., Hekkert, M., P. and Schoormans, J. P. L. (2002). Happy, Cute and Tough: Can Designers Create a Product Personality that Consumers Understand?, In McDonagh, D., Hekkert, P., Erp, J. and Gyi, D. (Eds.), Design and Emotion: The Experience of Everyday Things, London: Taylor and Francis.
14 Govers, P. C. and Mugge, R. (2004). I Love My Jeep, Because It''s Tough Like Me: The Effect of Product-personality Congruence on Product Attachment, in Kurtgozu, A. (Ed.), Proceedings of the Fourth International Conference on Design and Emotion, Ankara, Turkey.
15 Govers, P. C. M. and Schoormans, J. P. L. (2005). Product Personality and Its Influence on Consumer Preference, Journal of Consumer Marketing, 22(4), 189-197.   DOI
16 Hawkins, D. I., Mothersbaugh, D. L. and Best, R. J. (2007). Consumer Behavior: Buliding Marketing Strategy, McGraw-Hill/Irwin, International Edition
17 Veryzer, R. W. Jr. and Hutchinson, J. W. (1998). The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs, Journal of Consumer Research, 24(4), 374-385.   DOI
18 Keller, K. L. and Aaker, J. L. (1992). The Effects of Sequential Introductions on Brand Extensions, Journal of Marketing Research, 29(1), 35-45.   DOI
19 Loken, B. and Ward, J. (1990). Alternative Approaches to Understanding the Determinants of Typicality, Journal of Consumer Research, 17(2), 111-126.   DOI
20 Schnurr, B. (2017). The Impact of Atypical Product Design on Consumer Product and Brand Perception, Journal of Brand Management, 24, 609-621.   DOI
21 Woll, S. and Graesser, A. (1982). Memory Discrimination for Information Typical and Atypical of Person Schemata, Social Cognition, 1(42), 287-310.   DOI