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 language | English |
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Title of host publication | Proceedings of the Tenth International Conference on Design and Emotion - Celebration & Contemplation |
Editors | P.M.A. Desmet, S.F. Fokkinga, G.D.S. Ludden, N. Cila, H. Van Zuthem |
Place of Publication | Amsterdam |
Publisher | The Design & Emotion Society |
Pages | 600-603 |
Number of pages | 4 |
ISBN (Print) | 978-94-6186-725-4 |
Publication status | Published - 2016 |
Event | The 10th International Conference on Design and Emotion - Celebration & Contemplation: D&E 2016 - Amsterdam, Netherlands Duration: 27 Sept 2016 → 30 Sept 2016 |
Conference
Conference | The 10th International Conference on Design and Emotion - Celebration & Contemplation |
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Country/Territory | Netherlands |
City | Amsterdam |
Period | 27/09/16 → 30/09/16 |
Keywords
- Negative emotions
- Product metaphors
- Really new products