The Influence of Line and Surface Modifications in Product Design on Brand Recognition and Novelty

The choice between novelty and familiarity when introducing a redesigned product is a crucial decision. A look into the processes of object perception reveals that novelty and similarity/familiarity are not two poles of the same dimension. Instead it is possible that consumers can perceive new products as both novel from and similar to a former product. Based on the 4-stage model of object perception this paper provides an explanation of how specific visual design stimuli (line and surface) affect brand recognition and novelty perception. Results from experimental studies are presented.



Citation:

Robert Kreuzbauer, Jan Schoormans, and Dirk Snelders (2007) ,"The Influence of Line and Surface Modifications in Product Design on Brand Recognition and Novelty", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 440-450.

Authors

Robert Kreuzbauer, University of Illinois at Urbana-Champaign
Jan Schoormans, Delft University of Technology
Dirk Snelders, Delft University of Technology



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions

Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA

Read More

Featured

E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

Read More

Featured

Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, 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.