Assisted Aesthetic Self-Design: Application to Nike Shoe Configurator

Consumers who choose to self-design the aesthetic features of a product using the product configurator are faced with enormous possible choices. In this research we aim at solving this choice overload problem thereby improving consumers’ aesthetic self-design experience. We develop a product configurator that provides recommendations during their design processes. Based on findings from a pretest, our configurator automatically generates recommendations, based on a database of shoes that are designed by other users, to assist a consumer in her self-design. We propose that this assisted self-design paradigm is superior to a free self-design approach in both design outcome and process.


Xiaoyan Deng, Sam K. Hui, and Wes Hutchinson (2010) ,"Assisted Aesthetic Self-Design: Application to Nike Shoe Configurator", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 102-106 .


Xiaoyan Deng, Ohio State University, USA
Sam K. Hui, New York University, USA
Wes Hutchinson, The Wharton School, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 37 | 2010

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