'Complexity in simplicity': the effects of visual complexity on consumers' comprehension of product innovations

Cheng, Peiyao; Mugge, Ruth; Bont, Cees de

doi:10.1504/jdr.2020.118669

Cited by 2 publications

(1 citation statement)

References 51 publications

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“…With new technologies coming up, such as virtual reality (VR), augmented reality (AR), mixed reality (MR), extended reality (XR), artificial intelligence (AI), big data, new materials, digitalization, etc., it is possible to generate better design outcomes in terms of products, vehicles, buildings, systems, etc. These outcomes can be safer, more comfortable, and provide new interactions and functionalities to a wide range of users [23]. Not only are people confronted with many new technologies, there are also many developments regarding design processes, methods, and tools [24].…”

Section: Results Of Exploring Technology-inspired Designmentioning

confidence: 99%

Exploring Maker Innovation: A Transdisciplinary Engineering Design Perspective

et al. 2021

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Researchers, designers, and engineers embrace the ongoing maker movement and view ‘grassroots innovation’ as essentially important for staying competitive in both academia and in industry. The research team gives full play to its expertise on innovation and entrepreneurship education. In the past five years of actively participating in the China-U.S. Young Maker Competition, the team coached and worked with over five hundred student makers to create innovative engineering prototypes focusing on the areas of community development, education, environmental protection, health and fitness, energy, transportation, and other areas of sustainable development by combining innovative design and emerging technologies. Several conceptual designs and developments are described. A transdisciplinary engineering design and teaching approach is presented and discussed. Due to the limited time allowed by the competition, more thorough design and development iterations will take place in a future study.

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Section: Results Of Exploring Technology-inspired Designmentioning

confidence: 99%

Exploring Maker Innovation: A Transdisciplinary Engineering Design Perspective

et al. 2021

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A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand

Shahriari,

Abbassi,

Torres

et al. 2023

JCM

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Purpose The purpose of this paper is to examine the extent to which cultural differences and slogan meaning type affect the role of comprehension in attitude toward the ad (Aad) and attitude toward the brand (Abrand) formation. Design/methodology/approach In an online experiment, a total of 256 adult participants from the USA (ranged in age from 19 to 26 years old) and 184 participants from France (ranged in age from 18 to 28) were randomly assigned to one of the two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their Aad, Abrand, comprehension, uncertainty avoidance and demographics. Findings Results from this research demonstrate the moderating effect of uncertainty avoidance and slogan type (single meaning vs polysemous) on the relationship between comprehension and Aad. The authors show that for polysemous (and not single meaning) slogans, comprehension results in more favorable Aad for low uncertainty avoidance individuals than for high uncertainty avoidance individuals. In addition, the authors demonstrate the mediating effect of Aad in the relationship between comprehension and Abrand. Research limitations/implications The authors used nationality as a proxy for culture. Future research should include other cultural dimensions in the development of conceptual models and analysis of data. Another limitation is that the authors used a college student sample for this research. A more representative sample should be used in future research to examine cultural differences in interpreting adverting messages. One other limitation concerns the measurement tool the authors used to measure objective versus subjective comprehension in this research. While the theoretical foundations of the two modes of comprehension are clear and robust, improved measurement tools can enhance the validity and reliability of future research. Finally, the authors suggest that future research examine the effect of such variables as figure-ground contrast, figure attractiveness, stimulus repetition, prototypicality, symmetry and semantic or visual priming that may impact the processing of brand slogans. Practical implications This study argues that the processing of brand slogans in advertising is impacted by culture. Individuals from different cultures perceive and comprehend brand slogans differently. This study contributes to the research stream that examines the influence of cultural dimensions on the effectiveness of advertising by focusing more precisely on the impact of uncertainty avoidance (one of Hofstede’s cultural dimensions). In the case of single meaning slogans, advertisers might diminish the use of objective comprehension advertising strategies to influence both individuals with high and low uncertainty avoidance. In the case of polysemous slogans, advertisers should consider that consumers with high uncertainty avoidance (vs low uncertainty avoidance) are impacted more by subjective comprehension (vs objective comprehension) when forming Aad and Abrand. Originality/value This research contributes meaningfully to the marketing literature by examining previous work on ad slogan processing through subjective vs objective comprehension and extending the analysis by incorporating culture as an important factor.

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'Complexity in simplicity': the effects of visual complexity on consumers' comprehension of product innovations

Cited by 2 publications

References 51 publications

Exploring Maker Innovation: A Transdisciplinary Engineering Design Perspective

Exploring Maker Innovation: A Transdisciplinary Engineering Design Perspective

A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand

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