Design for Affect: A Core Competency for the 21st Century

Chitturi Ravindra ()
Additional contact information
Chitturi Ravindra: Associate Professor of Marketing, Lehigh University, Bethlehem, PA, USA

NIM Marketing Intelligence Review, 2015, vol. 7, issue 2, 16-21

Abstract: Consumers purchase products with the objective of reducing pain, increasing pleasure or both. Product aesthetics primarily contribute to enhancing consumer pleasure, and utilitarian attributes, such as product functionality, primarily help reduce consumer pain. So the question is how consumers choose between the goals of reducing pain and enhancing pleasure. In the case of functional dominance, consumers attach greater importance to fulfilling their minimum utilitarian needs over their minimum hedonic ones. By contrast, if consumers have to choose between two products, and one product meets their minimum functional requirement but exceeds their minimum aesthetic expectations, while the other meets their minimum aesthetic expectations but exceeds their minimum functional requirement, they select the product with superior aesthetics. A balanced design with an optimal combination of attributes and emotional experiences will reach a greater price on the market and insure higher profits.

Keywords: Design; Emotions; Hedonic; Utilitarian; Aesthetics; Functionality (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/gfkmir-2015-0012 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:7:y:2015:i:2:p:16-21:n:3

DOI: 10.1515/gfkmir-2015-0012

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().