Innovation Aesthetics: The Relationship between Category Cues, Categorization Certainty, and Newness Perceptions

Goode, Miranda; Dahl, Darren W.; Moreau, C. Page

doi:10.1111/j.1540-5885.2012.00995.x

Cited by 69 publications

(107 citation statements)

References 46 publications

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“…Thus, the dimensions of novelty-complexity appraisal fit with the dimensions of perceived design newness proposed by Goode et al (2012). Given this, we propose that novelty-complexity appraisal is highly associated with perceived design newness.…”

Section: Design Newness From a Consumer Perspectivesupporting

confidence: 53%

“…One may therefore argue that our findings are limited to an artificial context where consumers are consciously comparing the old and new designs. We propose that this is highly unlikely given that newness perception arises from a mental categorization process, in which the new design is evaluated according to the mental schema of previous designs (Goode et al, 2012). That is, a design is always new if the consumer is not aware of any other previous design.…”

Section: Resultsmentioning

confidence: 99%

“…When consumers are uncertain toward the category label assigned to a new product, they are more likely to perceive the design and the product to be new. This categorization is highly comparative and subjective, given that it is dependent on each consumer's mental representation of product category (Goode et al, 2012). Consistent with this, Radfod and Bloch (2011) demonstrated that consumers perceive visual design cues differently and a design is perceived to be new only when it deviates from the product category representation in the consumer's own mental schema.…”

Section: Design Newness From a Consumer Perspectivementioning

confidence: 88%

“…Goode et al (2012) showed that the product categorization process plays an important role in constructing consumers' newness perception toward design (i.e., perceived design newness).…”

Section: Design Newness From a Consumer Perspectivementioning

confidence: 99%

“…Instead of conceptualizing perceived design newness as perceived atypicality, Goode et al (2012) proposed that design newness perception is the process whereby consumers subjectively establish category membership of a product in terms of how unique, different, innovative, creative, or novel the consumer perceives the product to be. Such a conceptualization of newness perception is consistent with the novelty-complexity appraisal found in appraisal theories of emotions.…”

Section: Design Newness From a Consumer Perspectivementioning

confidence: 99%

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The neglected emotion of interest and its relevance to consumer psychology

Sung¹

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A main goal of marketing is to evoke a sense of familiarity that enhance consumers' psychological and behavioural responses. Yet, little is known about why consumers sometimes respond negatively toward familiarity and respond positively toward novelty. Specifically, the question of how affective motivation drives consumers to favor novelty is important in achieving enhanced marketing. Interest or curiosity is an emotion related to a strong approach motivation and exploratory behavior toward novelty. This thesis explores the relevance and implications of interest to consumer psychology and behavior. The investigation is grounded in emotion differentiation, appraisal theories of interest, and a functional account of emotion. It draws from literature on the exposure effect, differentiation of positive emotions, the emotion of interest, metacognitive experience of fluency, new product and innovation management, and advertising.The thesis begins with a review of the relevant literature that shows how consumers tend to paradoxically favor both familiarity and novelty (Chapter 1). In this conceptual review, I propose that the differentiation between liking and interest can explain this previously unresolved paradox.Specifically, familiarity appears to evoke liking, whereas novelty elicits interest. This chapter contributes to our understanding of how and why consumers gravitate toward novelty by providing an explanation: consumers' have dualistic tendency to favor familiarity and novelty simultaneously.The remaining chapters present three streams of research which show that consumers tend to favor novelty because it generates the emotion of interest. Chapter 2 contributes to the innovation management literature by showing that consumers' subjective perceptions of novelty toward a product design, instead of the deviation of design itself, can enhance product evaluation and behavior toward the product. Chapter 3 contributes to the advertising literature by applying appraisal theories to the elicitation of consumer interest and demonstrates that the simple advertising cue of novelty can evoke the emotion of interest. Chapter 4 contributes to the literature on consumer research by showing that disfluency (i.e., metacognitive difficulty) can serve as a cue for novelty -one that evokes interest and enhances product evaluation. This provides a potential explanation to the conflicting findings between the positive effects of fluency (through familiarity) and disfluency (through novelty) on product evaluation.Taken together, this set of studies is the first to demonstrate the relevance and implication of interest to consumer psychology and behavior. I show that product design can benefit from considering the appraisal structure of interest and, specifically, it accounts for consumers' subjective perception and affective response toward design newness. I also find that a consumer's novelty appraisal is a significant determinant of perceived interestingness of an advertisement and this can be evoked by simple advertising ...

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Section: Design Newness From a Consumer Perspectivesupporting

confidence: 53%

Section: Resultsmentioning

confidence: 99%

Section: Design Newness From a Consumer Perspectivementioning

confidence: 88%

“…Goode et al (2012) showed that the product categorization process plays an important role in constructing consumers' newness perception toward design (i.e., perceived design newness).…”

Section: Design Newness From a Consumer Perspectivementioning

confidence: 99%

Section: Design Newness From a Consumer Perspectivementioning

confidence: 99%

See 3 more Smart Citations

The neglected emotion of interest and its relevance to consumer psychology

Sung¹

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Consumer Response to Product Form

Creusen

2015

Design Thinking

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The effect of adding focal‐goal similar versus dissimilar attributes on convergence product purchase decision: The role of relational and item‐specific elaboration style

Lee

Chu

2021

J of Consumer Behaviour

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Adding novel attributes to the base product is the most widely used marketing strategy to develop convergence products, and numerous studies have confirmed the positive effect of adding novel attributes on product evaluations. However, adding new attributes to the base product may not always produce positive outcomes. Results of two studies using two product categories (refrigerator, smartwatch) show that focal‐goal dissimilarity between the base product and added attributes reduces consumers' purchase intention via perceived benefit understanding. Further, relational versus item‐specific elaboration style moderates this relationship. Specifically, relational (vs. item‐specific) elaboration increased perceived benefit understanding and purchase intention when a focal‐goal dissimilar attribute was added to the base product. In contrast, there was no differential effect of the relational versus item‐specific elaboration when the focal goal of the added attribute was similar to the focal goal of the base product. This study expands the extant knowledge on goal‐based product evaluation, cognitive elaboration, and information processing style, and provides marketers with effective strategies for communicating the benefits of new convergence products.

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Innovation Aesthetics: The Relationship between Category Cues, Categorization Certainty, and Newness Perceptions

Cited by 69 publications

References 46 publications

The neglected emotion of interest and its relevance to consumer psychology

The neglected emotion of interest and its relevance to consumer psychology

Consumer Response to Product Form

The effect of adding focal‐goal similar versus dissimilar attributes on convergence product purchase decision: The role of relational and item‐specific elaboration style

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