A smart home system is like a " Mother"! The effects of product metaphor on consumers' comprehension of really new products (RNPs)

Cheng Peiyao, Ruth Mugge, Cees de Bont

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

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Abstract

Really new products (RNPs) are often difficult to comprehend, which may hinder consumers’ adoption. It is generally believed that designers can stimulate consumers’ comprehension by embodying RNPs in the form of product metaphors. However, empirical evidence for this is lacking. This study empirically examines the effects of product metaphors on consumers’ comprehension of RNPs. The findings of an experiment (N= 114) demonstrated an interaction effect of the presence of a product metaphor and a textual clue that explains the product metaphor on consumers’ comprehension of RNPs. Specifically, embodying a RNP in the form of a product metaphor will confuse consumers and reduce comprehension, unless the product metaphor is also explained through a textual clue.
Original languageEnglish
Title of host publicationConference Proceedings of the Design Management Academy
Subtitle of host publicationResearch Perspectives on Creative Intersections
EditorsE. Bohemia, C. de Bont, L. Svengren Holm
Place of PublicationLondon
PublisherThe Design Research Society
Pages1079-1094
Number of pages16
ISBN (Print)978-1-912294-11-4
Publication statusPublished - 2017
EventThe Design Management Academy 2017 International Conference: Research Perspectives on Creative Intersections - Hong Kong, China
Duration: 7 Jun 20179 Jun 2017

Publication series

NameConference Proceedings of the Design Management Academy
PublisherThe Design Society
Volume1
ISSN (Electronic)2514-8419

Conference

ConferenceThe Design Management Academy 2017 International Conference
CountryChina
CityHong Kong
Period7/06/179/06/17

Keywords

  • consumers’ comprehension
  • really new products (RNPs)
  • innovations
  • product metaphor

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