When Do Mouths Matter? : A Cross-Cultural Assessment of Consumers' Preferences Towards Anthropomorphic Car Fronts
ISBN
978-989-732-004-0
Type
conference paper
Date Issued
2012-05-22
Author(s)
Editor(s)
Paulo, Rita
Abstract
Although of present economic importance, to date marketing research knows only little about cross-cultural variations of consumers' design preferences. In two studies featuring participant samples from China, Germany and the USA, an investigation of consumers' perception of car fronts is pursued. Building on previous research on anthropomorphic (human-like) product design and emotion perception, it is found that consumers across all countries perceive anthropomorphic car fronts on two affective core dimensions. However, clear differences emerge with respect to the effect of particular design features on the participants' liking between East and West. Theoretical and practical implications of the findings are discussed.
Language
English
Keywords
Anthropomorphism
Product Design
Car Design
Cross-Cultural Design
Product Perception
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Marketing to Citizens: Going beyond customers and consumers
Publisher
The European Marketing Academy
Publisher place
Brüssel
Volume
1. Auflage
Start page
1
Event Title
41st European Marketing Academy (EMAC) Annual Conference
Event Location
Lisbon, Portugal
Event Date
23.-26.05.2012
Subject(s)
Division(s)
Eprints ID
210647