Alleviating consumers’ negative emotional responses to really new products: Potential of product metaphors

Peiyao Cheng, Ruth Mugge

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

Abstract

Although adopting product innovations couldbe beneficial for consumers, consumers often show negative emotional responsesto innovations. An important reason for these negative emotions is that consumersexperience difficulty when learning about really new products (RNPs) becausethe knowledge required goes beyond consumers’ stored knowledge and using RNPsis difficult to imagine. To alleviate consumers’ negative emotional responses,this paper conceptually proposes that using product metaphors during designingRNPs could be a promising way to facilitate consumers’ learning. Specifically,this paper explores the potential of applying product metaphors in the designof RNPs to facilitate consumer learning through functional and experientialanalogies.



Original languageEnglish
Title of host publicationProceedings of the Tenth International Conference on Design and Emotion - Celebration & Contemplation
EditorsP.M.A. Desmet, S.F. Fokkinga, G.D.S. Ludden, N. Cila, H. Van Zuthem
Place of PublicationAmsterdam
PublisherThe Design & Emotion Society
Pages600-603
Number of pages4
ISBN (Print)978-94-6186-725-4
Publication statusPublished - 2016
EventThe 10th International Conference on Design and Emotion - Celebration & Contemplation: D&E 2016 - Amsterdam, Netherlands
Duration: 27 Sep 201630 Sep 2016

Conference

ConferenceThe 10th International Conference on Design and Emotion - Celebration & Contemplation
CountryNetherlands
CityAmsterdam
Period27/09/1630/09/16

Keywords

  • Negative emotions
  • Product metaphors
  • Really new products

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