Crea%on of Design Methods that Facilitate Customer Decision- Making on Sustainable Products Jinjuan She Prof. Erin MacDonald Iowa State University Presenta@on to Informs 2011 Annual Mee@ng, CharloGe 11/16/2011 1
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
Customer Decision Making (A) (B) Which chair makes you think about sustainability? 3
Customer Decision Making! Customer decision making model (Tybout and Hauser, 1981) Physical Characteris@cs Percep@ons Preference Choice Constraints Design Features to facilitate customer sustainable decision making Sustainability Percep%on Sustainability Considera%on Sustainable Preference Sustainable Choice Constraints! Objec@ve: Create and test a design method that designers can use to generate such features 4
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
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. 2011 ) - Increases the number of associated cogni@ve elements available for processing and associa@on - Ac@vates relevant cogni@ve procedures 6
Hypothesis! Priming sustainability and five senses on designers will posi@vely influence the idea@on 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
Experiment: Design & Par@cipants! Priming Condi@ons and Measures Priming Condi%ons Collage Ques@onnaire None (Control) Measures Percep@bility 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
Experiment: Priming Manipula@on! Priming in the form of ques@onnaire - 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
Experiment: Priming Manipula@on 10
Experiment: Procedure 11
Experiment: Evalua@on! 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
Results: Priming and Quan@ty Effects of Priming on the Quan%ty of Features for an Individual Mean Metric Values 7 6 5 4 3 2 1 * * * * 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
Results: Priming and Quan@ty Rela%onship between Number of Features and Number of Good Features 10 Number of Good Features 9 8 7 6 5 4 3 2 1 0 0 2 4 6 8 10 12 14 Number of Features r=0.88! Quan@ty facilitates beger communica@on of sustainability 14
Results: Priming and Sustainability Mean Metric Values 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 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
Summary! Ac@ve primings, both low- involved ques@onnaire priming and high- involved collage priming, posi@vely influence the quan@ty of good features generated by designers in terms of sustainability trigger! High- involved collage priming leads to genera@ng features with higher ability to trigger sustainability considera@ons! The richer the prime, the stronger the effect. Collage priming results in wider spreading ac@va@ons, and thus more effec@vely facilitates design idea@ons of sustainability communica@on 16
Future Work! Inves@gate 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 6-3- 5?! Empirically demonstrate that the inclusion of appropriate sustainable features in the product's design will trigger customer sustainability considera@ons and even preferences 17
Acknowledgements Dr. Tahira Reid, Purdue University Dr. Seda Yilmaz, Iowa State University 18
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Ques%ons? 20