TY - GEN
T1 - Priming culture differences in a creative design course
T2 - 25th International Conference on Engineering and Product Design Education, E and PDE 2023
AU - Gong, Zhengya
AU - Gonçalves, Milene
AU - Latif, Ummi
AU - Georgiev, Georgi V.
N1 - Green Open Access added to TU Delft Institutional Repository ‘You share, we take care!’ – Taverne project https://www.openaccess.nl/en/you-share-we-take-care Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public.
PY - 2023
Y1 - 2023
N2 - Extensive research has focused on the influence of culture on individuals’ performance in design, with either positive or negative effects. Moreover, studies have shown that it is possible to prime individuals’ cultural values to influence their behaviours in design. However, to the best of our knowledge, no study has explored priming culture in design, especially with digital stimuli. Therefore, we conducted a pilot study to explore the influence of priming culture by digital stimuli in design. First, we created video-based digital stimuli to prime individuals’ individualism versus collectivism (IC) cultural values. We tested the digital stimuli in an ideation exercise during a creative design course that aimed to explore and implement essential creative problem-solving and design thinking methodologies in practice for students. The results showed that the collectivism digital stimulus increased the participants’ IC value. However, in the other two conditions, the participants’ IC values also increased, which was unexpected. Therefore, we discussed the role that enjoyable group ideation plays in participants’ IC values. Furthermore, we found that their design aim changes by priming IC values. These findings can support the development of educational practices aimed at encouraging design novices in teams independently of their culture and inspire researchers to further explore the influence of priming culture in design.
AB - Extensive research has focused on the influence of culture on individuals’ performance in design, with either positive or negative effects. Moreover, studies have shown that it is possible to prime individuals’ cultural values to influence their behaviours in design. However, to the best of our knowledge, no study has explored priming culture in design, especially with digital stimuli. Therefore, we conducted a pilot study to explore the influence of priming culture by digital stimuli in design. First, we created video-based digital stimuli to prime individuals’ individualism versus collectivism (IC) cultural values. We tested the digital stimuli in an ideation exercise during a creative design course that aimed to explore and implement essential creative problem-solving and design thinking methodologies in practice for students. The results showed that the collectivism digital stimulus increased the participants’ IC value. However, in the other two conditions, the participants’ IC values also increased, which was unexpected. Therefore, we discussed the role that enjoyable group ideation plays in participants’ IC values. Furthermore, we found that their design aim changes by priming IC values. These findings can support the development of educational practices aimed at encouraging design novices in teams independently of their culture and inspire researchers to further explore the influence of priming culture in design.
KW - collectivism
KW - creative design
KW - Digital stimulus
KW - individualism
KW - priming cultural differences
UR - http://www.scopus.com/inward/record.url?scp=85185710311&partnerID=8YFLogxK
UR - https://www.designsociety.org/publication/46727/PRIMING+CULTURE+DIFFERENCES+IN+A+CREATIVE+DESIGN+COURSE%3A+THE+INFLUENCE+OF+DIGITAL+STIMULI
M3 - Conference contribution
AN - SCOPUS:85185710311
T3 - Proceedings of the 25th International Conference on Engineering and Product Design Education: Responsible Innovation for Global Co-Habitation, E and PDE 2023
SP - 37
EP - 42
BT - Proceedings of the 25th International Conference on Engineering and Product Design Education
A2 - Ordonez Pizarro, Isabel
A2 - Sustersic, Paolo
A2 - Buck, Lyndon
A2 - Grierson, Hilary
A2 - Bohemia, Erik
PB - The Design Society
Y2 - 7 September 2023 through 8 September 2023
ER -