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
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