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When and to Whom Form-Superior Products are Evaluated More Favorably?

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Xing-Wei CHEN and Jaewoo JOO


We borrow from psychological research and hypothesize that design
evaluation is not consistent but depends on two variables: evaluation mode
and knowledge level. We conducted two experiments to test our hypotheses.
We found in study 1 that participants evaluated form-superior products more
favorably in joint evaluation than in separate evaluation. We found in study 2
that this was found only among novice participants. Expert participants
favored function-superior products in joint evaluation. We discuss the
academic contributions and managerial implications of our findings.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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