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Effect of others? design evaluation on self design evaluation

Jaewoo Joo

I propose that consumers evaluate the design of a product based on how others evaluate its design. In particular, consumers tend to devalue the attributes others value highly. A pilot study and three experimental studies show that when others evaluate the design of a product based on its aesthetics, consumers tend to discount aesthetics in evaluating the design of a product. Conversely, when others evaluate the design of a product based on its function, function is discounted. Findings generally support that consumers? design evaluation is context-dependent. I discuss the implications of the present work to the research on design and marketing.


Design Evaluation, need for uniqueness, aesthetics, function