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Visuelle Wirkung von Produktneuheiten: Die Rolle der Marke bei der Designanpassung
[Visual Appeal of Product Novelty: The Role of the Brand in Design Adaptation]

Author

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  • Anandakrishnarajah, Arun

Abstract

Das Produktdesign spielt eine wichtige Rolle in der Kaufentscheidung von Gütern wie Autos oder Smartphones. Um bei der Vorstellung eines Nachfolgers einer Pro-duktserie Neuheit zu symbolisieren, wird in der Praxis oft die Proportion von Desig-nelementen verändert. Trotz der Popularität von Proportionsveränderungen wurde die Wirkungsweise dieser Designanpassungsmethode auf das ästhetische Gefallen der Konsumenten bislang noch nicht untersucht. Auf Basis der Kategorisierungstheo-rie und der Processing Fluency Theorie wird in dieser Arbeit ein konzeptuelles Framework entwickelt, welches die Wirkung der Proportionsveränderung auf die visuelle Verarbeitung theoretisch erklärt. Dabei wird erläutert, wie die Veränderung der Proportion als Determinante der Processing Fluency agieren könnte, um das ästhetische Gefallen zu beeinflussen. Zur Überprüfung des konzeptuellen Frame-works wird in einem zweifaktoriellen Onlineexperiment anhand von Smartphones einer starken sowie schwachen Marke die postulierte Wirkungsweise der Proporti-onsveränderung getestet. Dabei wird festgestellt, dass die Proportionsveränderung eines Produktdesigns einer starken Marke die Processing Fluency reduziert. Die Proportionsveränderung wirkt sich jedoch nicht auf das ästhetische Gefallen aus.

Suggested Citation

  • Anandakrishnarajah, Arun, 2023. "Visuelle Wirkung von Produktneuheiten: Die Rolle der Marke bei der Designanpassung [Visual Appeal of Product Novelty: The Role of the Brand in Design Adaptation]," Junior Management Science (JUMS), Junior Management Science e. V., vol. 8(2), pages 453-472.
    • Handle: RePEc:zbw:jumsac:295040
    DOI: 10.5282/jums/v8i2pp453-472
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    References listed on IDEAS

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