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Objective measures of design typicality

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  • Mayer, Stefan
  • Landwehr, Jan R.

Abstract

Design typicality shapes consumers’ aesthetic product preferences. Hence, methods for assessing a product design’s typicality are vital to enable predictions of a design’s market potential. In this research, we introduce four objective measures of design typicality (two based on Euclidean distances between feature points and two based on pixel-wise image correlations) and demonstrate their capability of capturing a subjective typicality experience. Furthermore, we validate the measures in the context of automobile designs with consumer ratings of aesthetic liking and experienced processing fluency by analysing 77 car models from four segments. Our findings identify the most promising approach to quantify design typicality and endorse the use of this measure in future scientific research and in managing product design in business practice.

Suggested Citation

  • Mayer, Stefan & Landwehr, Jan R., 2018. "Objective measures of design typicality," OSF Preprints gtbhw, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:gtbhw
    DOI: 10.31219/osf.io/gtbhw
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    References listed on IDEAS

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    1. Bates, Douglas & Mächler, Martin & Bolker, Ben & Walker, Steve, 2015. "Fitting Linear Mixed-Effects Models Using lme4," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 67(i01).
    2. Veryzer, Robert W, Jr & Hutchinson, J Wesley, 1998. "The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 374-394, March.
    3. Jan R. Landwehr & Aparna A. Labroo & Andreas Herrmann, 2011. "Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts," Marketing Science, INFORMS, vol. 30(3), pages 416-429, 05-06.
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    1. Curti, Filippo & Kazinnik, Sophia, 2023. "Central bank communication and website characteristics," Journal of Economic Behavior & Organization, Elsevier, vol. 212(C), pages 1216-1241.

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