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

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.



Citation:

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, Pages: .

Authors

Kelly B. Herd, Indiana University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior

Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers

Ananya Rajagopal, Tecnológico de Monterrey, MEXICO

Read More

Featured

Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.