Everyday Objects of Desire: Dimensions of Design Innovation and the Centrality of Product Aesthetics

This research investigates the role of product and personal factors on consumer response to design innovation. Results show that functional innovation in hedonic products and form innovation in utilitarian products produce more favorable consumer responses. Also, automatic reactions toward innovation shape the relationship between design innovativeness and consumer attitudes.


Harold Cassab and Claudiu Dimofte (2012) ,"Everyday Objects of Desire: Dimensions of Design Innovation and the Centrality of Product Aesthetics", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 997-998.


Harold Cassab, University of Auckland, New Zealand
Claudiu Dimofte, San Diego State, USA


NA - Advances in Consumer Research Volume 40 | 2012

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