Crea%on of Design Methods that Facilitate Customer Decision- Making on Sustainable Products

Transcription

1 Crea%on of Design Methods that Facilitate Customer Decision- Making on Sustainable Products Jinjuan She Prof. Erin MacDonald Iowa State University to Informs 2011 Annual CharloGe 11/16/2011 1

2 Outline! Customer Decision Making regarding Sustainable Products! Priming effect in Decision Making and Product Design! Experimental Details! Results of Priming Effect on Sustainable Design! Summary and Future Work 2

3 Customer Decision Making (A) (B) Which chair makes you think about sustainability? 3

4 Customer Decision Making! Customer decision making model (Tybout and Hauser, 1981) Physical Preference Choice Constraints Design Features to facilitate customer sustainable decision making Sustainability Percep%on Sustainability Considera%on Sustainable Preference Sustainable Choice Constraints! Create and test a design method that designers can use to generate such features 4

5 Priming Effect! What is priming - Several dis@nct phenomena that share the same underlying mechanism (Mandel and Johnson, 2002)! Mindset priming - Influence preferences by making selected agribute focal (Mandel and Johnson, 2002) - Ini@ate ac@ons by unconscious priming (Custers and Aarts, 2010) - Enable subjects to think differently (Sassenberg and Moskowitz, 2005) - Counterfactual primes prompt problem solving (Galinsky and Moskowitz, 2000)! Sensory priming - Sensory priming influences higher social cogni@ve processing (Ackerman et al. 2010) - The non- diagnos@c hap@c cues affect how a product is evaluated (Krishna et al. 2008) 5

6 Priming in Conceptual Design! Priming in design - WordTree Design- by- Analogy Method assists engineers in iden@fying analogies in idea@on process (Linsey et al. 2008) - Empathic lead user technique leads to breakthrough product ideas by priming extreme sensory (Lin & Seepersad, 2007) - Affec@ve computa@onal priming posi@vely influences crea@ve design performance (Lewis, Dontcheva, and Gerber, 2011)! Underlying mechanism (Klauer et al ) - Increases the number of associated cogni@ve elements available for processing and associa@on - Ac@vates relevant cogni@ve procedures 6

7 Hypothesis! Priming sustainability and five senses on designers will influence the of design features that trigger sustainability considera3ons Priming sustainability and five senses - Higher quan@ty - Higher percep@bility - Higher ability to trigger sustainability considera@ons 7

8 Experiment: Design & Priming and Measures Priming Condi%ons Collage None (Control) Measures Sustainability trigger Number of features Number of good features* Percentage of good features *Good features: features with average sustainability trigger score bigger than three on a five- point scale ra@ng! Par@cipants Students with design background from Mechanical Engineering and Industrial Engineering! Design Task - Design sustainable features for a next genera@on toaster - Features to trigger customer sustainability considera@ons - Think about solu@ons that involve any of the five senses! Evalua@on Two raters evaluated all the design features independently, with Cronbach s Alpha at 0.9 8

9 Experiment: Priming Priming in the form of - Describe three examples of things that you have done to reduce your environmental impact - Describe the sponge or cloth you use at home to clean dishes using some or all of the five senses! Priming in the form of collage Role play as a customer before design - - Place images of dish sponges in proper loca@on Place sensory vocabulary with the products that best described by the term 9

10 Experiment: Priming 10

11 Experiment: Procedure 11

12 Experiment: Example features at each level on sustainability trigger A window in front of the toaster for viewing bread. It can be made of clear material, e.g., plastic glass. Level 1 (SD) Manufactured from recycled materials Level 2 (D) CPU to identify the bread characteristics and automatically optimize toasting, saving energy. Level 3 (N) Attach a metal plate to the top of the toaster to heat similar items without toasting (2 appliances in 1). The handles of the metal plate should be super insulated. Level 4 (A) Hand-power toaster - using high efficiency hand-power energy instead of electricity Level 5 (SA) Rated from 1 strongly disagree (SD) to 5 strongly agree (SA) that the feature can trigger customers to think about sustainability 12

13 Results: Priming and Effects of Priming on the Quan%ty of Features for an Individual Mean Metric Values * * * * Number of Features Number of Good Features Percentage of Good Features 0 Collage Ques@onnaire Control Priming Condi%ons * Significantly different with the control group at 0.05 level! Both collage and ques@onnaire priming lead to higher quan@ty of good features! Collage priming also has significantly posi@ve effect on the quan@ty of general features and improves the efficiency of good feature idea@on 13

14 Results: Priming and Rela%onship between Number of Features and Number of Good Features 10 Number of Good Features Number of Features r=0.88! Quan@ty facilitates beger communica@on of sustainability 14

15 Results: Priming and Sustainability Mean Metric Values Effects of Priming on the "Sustainability" of Features for an Individual * Collage Ques@onnaire Control Priming Condi%ons Percep@bility Sustainability Trigger * Significantly different with the control group at 0.05 level! Collage priming significantly increases the ability of features to trigger sustainability considera@ons! Ques@onnaire priming leads to 11% increase on sustainability trigger! No significant effect of priming on percep@bility 15

16 Summary! primings, both low- involved priming and high- involved collage priming, influence the of good features generated by designers in terms of sustainability trigger! High- involved collage priming leads to features with higher ability to trigger sustainability The richer the prime, the stronger the effect. Collage priming results in wider spreading and thus more facilitates design of sustainability 16

17 Future Work! avenues for enhancing priming effect - How affect influences sustainable design? - Using real products instead of images in collage priming? - Incorpora@ng progressive methods, such as Method ?! Empirically demonstrate that the inclusion of appropriate sustainable features in the product's design will trigger customer sustainability considera@ons and even preferences 17

18 Acknowledgements Dr. Tahira Reid, Purdue University Dr. Seda Yilmaz, Iowa State University 18

19 References 1. Ackerman, J., Nocera, C. and Bargh, J. (2010) Incidental Influence Social Judgments and Decisions. Science, Custers, R. and Aarts, H. (2010) The Unconscious Will: How the Pursuit of Goals Operates Outside of Conscious Awareness. Science 329, Galinsky, A.D. and Moskowitz, G.B. (2000) Counterfactuals as behavioral primes: Priming the and of Journal of Experimental Social Psychology 36, Guyton, A.A. (2006) Developing Sustainable Product For Consumer Products - A Sustainable Designer's Guide. Georgia Ins@tute of Technology, Atlanta. 5. (2011) Cogni@ve methods in social psychology / edited by Karl Christoph Klauer, Andreas Voss, and Christoph Stahl, New York : Guilford Press, New York. 6. Krishna, A. and Morrin, M. (2008) Does Touch Affect Taste? The Perceptual Transfer of Product Container Hap@c Cues. Journal of Consumer Research 34, Lewis, S., Dontcheva, M., Gerber, E. (2011) Affec@ve Computa@onal Priming and Crea@vity. CHI Vancouver, Canada. 8. Lin, J. and Seepersad, C.C. (2008) Empathic lead users: The effects of extraordinary user experiences on customer needs analysis and product redesign. Amer Soc Mechanical Engineers, New York, 19th Interna@onal Conference on Design Theory and Methodology/1st Interna@onal Conference on Micro and Nano Systems, Vol 3, Part a and B, pp Linsey, J.S., Laux, J.P., Clauss, E., Wood, K.L. and Markman, A.B. (2008) Increasing Innova@on: A Trilogy of Experiments Towards a Design- by- Analogy Method. ASME Conference Proceedings 2007, Mandel, N. and Johnson, E.J. (2002) When Web pages influence choice: Effects of visual primes on experts and novices. Journal of Consumer Research 29, Prebensen, N. K. (2007) Exploring Tourists Images of a Distant Des@na@on. Tourism Management, 28, Sassenberg, K. and Moskowitz, G.B. (2005) Don't stereotype, think different! Overcoming automa@c stereotype ac@va@on by mindset priming. Journal of Experimental Social Psychology 41, Tybout, A.M. and Hauser, J.R. (1981) A Marke@ng Audit Using a Conceptual- Model of Consumer Behavior: Applica@on and Evalua@on. Journal of Marke@ng 45, Chair (A), hgp://placemanagementandbranding.wordpress.com/2011/08/04/governmentally- enacted- aesthe@cs- the- limits- of- place- branding/, accessed 11/7/ Chair (B), Vitra veretal chair, hgp:// VTA1231.html, accessed 11/7/11. 19

20 Ques%ons? 20