It is a common strategy for some design dominant product categories to precede the actual market launch with the exhibition of fashion shows that feature in an exaggerated way the designs to be marketed. Across four experiments the authors find that judgments of a target design improve by initially exposing subjects to exaggerate exemplars of the same design, and that this improvement is due to a more effective encoding of the visual information contained in the showpiece caused by exaggeration, and to the subsequent more fluent processing of the target design. The effect is observed for experts. It is also observed for non-experts either when the structural alignment between the showpiece and the target is made more salient by means of higher visual redundancy between the two stimuli, or when they are trained to recognize structural alignment processes.
Effects of Priming and Processing Fluency on the Evaluation of Design
SCOPELLITI, IRENE;CILLO, PAOLA;MAZURSKY, DAVID
2010
Abstract
It is a common strategy for some design dominant product categories to precede the actual market launch with the exhibition of fashion shows that feature in an exaggerated way the designs to be marketed. Across four experiments the authors find that judgments of a target design improve by initially exposing subjects to exaggerate exemplars of the same design, and that this improvement is due to a more effective encoding of the visual information contained in the showpiece caused by exaggeration, and to the subsequent more fluent processing of the target design. The effect is observed for experts. It is also observed for non-experts either when the structural alignment between the showpiece and the target is made more salient by means of higher visual redundancy between the two stimuli, or when they are trained to recognize structural alignment processes.
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