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.
2010
Proceeding Society for Consumer Psychology
Scopelliti, Irene; Cillo, Paola; Mazursky, David
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/3718765
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact