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Aparna SUNDAR and Frank KARDES


"Consumers use product information, such as product design, and other features to evaluate a product and make purchasing decisions. My research explores the role that pooled attractiveness of a design can play on preference when products are presented with standard or advanced features. Three experiments demonstrate that product design and descriptions presented to the consumer contribute to consumer preferences. Consumers use design cues to estimate the
product’s perceived quality, which further influences preferences. Consumers use the presented information on features to make inferences. We see that when consumers are asked to conform, they prefer less attractive products paired with standard features or more attractive products paired with advance features. Implications of this research are discussed in this paper."

PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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