The introduction of novel designs such as fashion and concept products typically involves exposure to an exaggerate showpiece. Does it enhance the evaluations of a target design more than a standard launch strategy in which consumers are exposed directly to a marketable version? This research shows that judgments of a target design improve by initially exposing subjects to exaggerate exemplars of the design. This improvement is due to a more effective encoding of the design caused by exaggeration that makes the subsequent processing of the marketable target more fluent. Without facilitating measures, the effect is observed solely for experts. However, the effect is also observed for non-experts either when the structural alignment between the showpiece and the target is high, or when subjects are trained to recognize aligned structures.
Shock ’n’ Shop. Exaggeration and Structural Alignment in a New Design Launch
SCOPELLITI, IRENE;CILLO, PAOLA;MAZURSKY, DAVID
2010
Abstract
The introduction of novel designs such as fashion and concept products typically involves exposure to an exaggerate showpiece. Does it enhance the evaluations of a target design more than a standard launch strategy in which consumers are exposed directly to a marketable version? This research shows that judgments of a target design improve by initially exposing subjects to exaggerate exemplars of the design. This improvement is due to a more effective encoding of the design caused by exaggeration that makes the subsequent processing of the marketable target more fluent. Without facilitating measures, the effect is observed solely for experts. However, the effect is also observed for non-experts either when the structural alignment between the showpiece and the target is high, or when subjects are trained to recognize aligned structures.
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