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Two Essays On Product Design And Consumer Evaluations, Sangwon Lee
Two Essays On Product Design And Consumer Evaluations, Sangwon Lee
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This paper is about the central role of product design on consumer evaluations. While the design literature has articulated two different types of design, i.e. form-based design and function-based design (Khalid 2004), most extant marketing literature has mostly focused on the impact of functional design on performance (see Chitturi, Raghunathan, and Mahajan (2007) for a notable exception). In this paper, I examine the individual and joint effects of the two design dimensions: form design and functional design on consumer evaluations of new products. In the first essay, employing theoretical underpinnings from processing fluency theory, I investigate four major research questions. …