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 very exaggerated and emphasized way. Across three studies we found that overall evaluation of a target design improves by initially exposing subjects to exaggerate exemplars of the same design. Such higher favorability is explained by the creation of a new standard of evaluation due to the extremity of the showpiece, and by the enhanced processing fluency due to the exaggeration and to the redundancy of the showpiece.
Effects of Extreme Priming and Processing Fluency on the Evaluation of Design
SCOPELLITI, IRENE;CILLO, PAOLA;MAZURSKY, DAVID
2009
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 very exaggerated and emphasized way. Across three studies we found that overall evaluation of a target design improves by initially exposing subjects to exaggerate exemplars of the same design. Such higher favorability is explained by the creation of a new standard of evaluation due to the extremity of the showpiece, and by the enhanced processing fluency due to the exaggeration and to the redundancy of the showpiece.
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