Exploring the Effects of Product Design on Consumer Aesthetic Response: In Search of Innovative Methodologies

Explorer les effets du design de produit sur la réponse esthétique du consommateur: en quête de méthodologies innovantes

Stephane Magne ()
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Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

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Abstract: This exploratory research aims to identify the core components of the aesthetic dimension of designed objects and to examine their effects on consumers' attitudinal aesthetic responses. It addresses several key methodological issues: whether design can be dissociated from its aesthetic dimension, how to decompose aesthetic attributes, how to isolate their specific effects, how to control for brand influence, and which data collection and analysis methods should be prioritized. The study also explores the possibility of segmenting individuals based on their formal preferences and aesthetic responses. It relies on a 2.5-hour qualitative roundtable conducted with ten diverse consumers, supported by an innovative visual discussion guide. Verbatim data are analyzed using textual data analysis software through Correspondence Factor Analysis and compared with a semiotic square approach. The contributions include decomposing the aesthetic dimension of product design, confronting findings with Bloch's (1995) design perception model, advancing methodological reflection, and identifying new applications in digital marketing and digital design.

Date: 2016-05-24
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Published in Journée de recherche PRISM-GREGOR, « Quelles méthodologies de recherche innovantes pour les sciences de gestion ? », IAE de Paris, May 2016, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05521811

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