The Eyes of Consumers Differ From Those of Designers

Yu-Shan Athena Chen, Department of Business Administration, National Chengchi University, Taiwan
Wei-Ken Hung, Department of Industrial Design, National United University, Taiwan
Lien-Ti Bei, Department of Business Administration, National Chengchi University, Taiwan
Lin-Lin Chen, Department of Industrial and Commercial Design, National Taiwan University of Science and Technology, Taiwan
This study explored the relationship between novelty and aesthetic preference in commercial designs. The results of two studies indicated that the inverse U functions according to MAYA principle were found in nondesigners rather to designers. The difference may be due to processing information systematically or heuristically.
[ to cite ]:
Yu-Shan Athena Chen, Wei-Ken Hung, Lien-Ti Bei, and Lin-Lin Chen (2015) ,"The Eyes of Consumers Differ From Those of Designers", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 781-781.