Whose design is it anyway? Priming designer and shifting preferences

Gorm Gabrielsen, Tore Kristensen and Judith Lynne Zaichkowsky

A series of studies is presented which investigates preference among similar but different designs within a product category.

Whose design is it anyway? Priming designer and shifting preferences

Gorm Gabrielsen, Tore Kristensen and Judith Lynne Zaichkowsky

Copenhagen Business School

Introduction

Research on design in marketing is heavily represented by investigation of successful designs or innovative designs for new product development (e.g. Luo et al. 2008; Srinivasan et al.1997). Besides new product research, there is a growing interest in investigating the added value of design elements to everyday product categories, to understand how non-functional attributes increase preference...

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