Heart Versus Head: Examining Differential Effects of Empathy Versus Perspective Taking on Creative Product Design

Kelly B. Herd, Indiana University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Across several studies involving real design tasks, we find empathy (vs. perspective taking) encourages higher levels of shared identity, driving designers to identify more readily with a target consumer. This adaptation process leads to more objectively creative outcomes in a product design context.
[ to cite ]:
Kelly B. Herd and Ravi Mehta (2013) ,"Heart Versus Head: Examining Differential Effects of Empathy Versus Perspective Taking on Creative Product Design ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.