It is a common strategy for some product categories in which design is a key feature, to precede the actual market launch with the exhibition of showpieces that feature the design to be marketed in a highly exaggerated way. Across four experiments we find that attitude toward a target design improves by initially exposing subjects to exaggerate exemplars of the same design. The effect is observed for experts. It is also observed for nonexperts 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 such structural alignment.
Effects of Exaggerate Priming and Fluent Processing on the Evaluation of Design
SCOPELLITI, IRENE;CILLO, PAOLA;MAZURSKY, DAVID
2010
Abstract
It is a common strategy for some product categories in which design is a key feature, to precede the actual market launch with the exhibition of showpieces that feature the design to be marketed in a highly exaggerated way. Across four experiments we find that attitude toward a target design improves by initially exposing subjects to exaggerate exemplars of the same design. The effect is observed for experts. It is also observed for nonexperts 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 such structural alignment.
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