Design for better comprehension: Design opportunities for facilitating 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

111 Downloads (Pure)

Abstract

Developing successful RNPs can bring competitive advantages for companies. However, the success rate of RNPs are relatively low because consumers often feel resistant to adopt them. One reason for consumers’ resistance is their lack of comprehension of RNPs. To facilitate consumers’ comprehension, this paper conceptually discusses the opportunities related to designing the appearances of RNPs. More specifically, to facilitate consumers’ internal and external learning, this paper explores four underlying mechanisms: 1) product appearance as a visual cue to trigger category-based knowledge transfer, 2) to trigger analogy-based knowledge transfer, 3) product appearance as an information carrier to communicate innovative functionality directly, and 4) product appearance as a way to trigger congruity with innovative functionality of RNPs. The rationales for each underlying mechanism are conceptually discussed, supported with relevant empirical evidence and examples found in the markets.
Original languageEnglish
Title of host publicationProceedings of the IASDR Conference RE: Research
EditorsC. Vogel, G. Muratovski
Place of PublicationCincinnati
PublisherIASDR
Pages1-33
Number of pages33
DOIs
Publication statusPublished - 2017
EventIASDR 2017 the Seventh International Association of Societies of Design Research Conference: Re: Research - the University of Cincinnati's College of Design, Architecture, Art, and Planning, Cincinnati, United States
Duration: 31 Oct 20173 Nov 2017
http://www.iasdr2017.com/

Conference

ConferenceIASDR 2017 the Seventh International Association of Societies of Design Research Conference
Country/TerritoryUnited States
CityCincinnati
Period31/10/173/11/17
Internet address

Keywords

  • Consumers' comprehension
  • consumers' internal learning
  • consumers' external learning
  • really new products (RNPs)
  • product appearance

Fingerprint

Dive into the research topics of 'Design for better comprehension: Design opportunities for facilitating consumers' comprehension of really new products (RNPs)'. Together they form a unique fingerprint.

Cite this