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Product Body Shapes, Not Features, Provide Fast and Frugal Cues for Environmental Friendliness

[+] Author Affiliations
Ping Du

Iowa State University, Ames, IA

Erin F. MacDonald

Stanford University, Stanford, CA

Paper No. DETC2016-60283, pp. V007T06A046; 15 pages
doi:10.1115/DETC2016-60283
From:
  • ASME 2016 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 7: 28th International Conference on Design Theory and Methodology
  • Charlotte, North Carolina, USA, August 21–24, 2016
  • Conference Sponsors: Design Engineering Division, Computers and Information in Engineering Division
  • ISBN: 978-0-7918-5019-0
  • Copyright © 2016 by ASME

abstract

Mental associations between a product’s visual design and its unobservable characteristics aid consumer judgments. It is hypothesized these associations, or cues, allow people to decrease the mental load required to make a decision. This paper investigates the rapid-building of mental associations between visual cues and unobservable attributes. It questions if it is more effective to cue holistically, through body-shape, or by individual features. Subjects participated in an association-building task and were then surveyed for retention of positive and negative cues for environmental friendliness ratings. Results demonstrate retention of body shapes cues but not feature cues. Additionally, eye-tracking data demonstrate that people redistribute their attention to a product after the association-building task, increasing the percentage of attention in the cued visual areas-of-interest. This supports the hypothesis that cues work to distribute mental load more efficiently; subjects’ evaluations became more targeted when judging environmental friendliness.

Copyright © 2016 by ASME
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