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8/8/2019 The Influence of Culture Context on Asethetic Perception
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Strategic Product Design
Research Project
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SPD Research Project- topic 6
The Influence of Culture Context on Aesthetics
Appraisal:
Individualism vs. Collectivism
Sub-Topic
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Outline
1
Introduction
Hypotheses
Experiment& Result
Discussion
Research value
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Introduction
2
Aesthetic experience process
Consumers aesthetics response in consumption context
Adopted from Crilly, Moultrie, Clarkson Framework for consumer response to visual domain in product design, review 2004)
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Hypotheses
3
Hypothesis 1:
To the same level of typicality, collectivism have higher aesthetic
appraisal on more typical products than individualism.
Hypothesis 2:
To the same level of typicality, individualism have higher aesthetic
appraisal on more atypical products than collectivism.
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Hypotheses
4
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Experiment
5
Methods
2 (context: individualism vs. collectivism) 2 (product appearance:
typical vs. atypical)
1-7 Scale
Participant
Asian VS European
Pretest: 20 participants (10 European, 10 Asian)
Main-test: 60 participants (30 individualism, 30 collectivism)
Non-designers (e.g., student, staff)
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Experiment
6
Stimuli
Typical vs. Atypical Products
Stimuli were adopted from Blijlevens and Gemser et al. s study- The importance of being well-placed: the influenceof context on perceived typicality and aesthetic appraisal of product appearance.
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Experiment
7
Pretest
A culture dimension test Stimuli selection for main-test ( Examine product typicality level)
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Experiment
8
Pretest Questionnaire
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Experiment
9
Pretest Questionnaire
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Experiment
10
Pretest result: Stimuli
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Experiment
11
Pretest result: Culture value& participants
Group Statistics
nationality N Mean Std. Deviation Std. Error Mean
IDV_score Asian 10 47.0000 17.82632 5.63718
European 10 56.5000 11.55903 3.65529
Correlations
IDV_score nationality
IDV_score Pearson Correlation 1 .316
Sig. (2-tailed) .174
N 20 20
nationality Pearson Correlation .316 1
Sig. (2-tailed) .174
N 20 20
Individualism> 50, Collectivism< 5010 Asian, 10 European
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Experiment
12
Main-test Questionnaire
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Experiment
13
Main-test Questionnaire
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Experiment
14
Main-test result
121 copiesintotal30collectivism, 91 individualism
Dataanalysis:30individualism x 30collectivism
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Experiment
15
Main-test result
Correlation analysis: functionality VS attractiveness
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Experiment
16
Main-test result
Factorial ANOVA analysis
Independentvariable (IDV):Product type (typical VS atypical)Culture value (individualism VS collectivism)
Dependentvariable (DV): Attractiveness/Preferences
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Experiment
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Main-test result
3. product_type * Culture_value
Dependent Variable: attractiveness
product_type Culture_value Mean Std. Error
95% Confidence Interval
Lower Bound Upper Bound
typical product individualism 4.400 .294 3.811 4.989
collectivism 4.387 .294 3.798 4.976
atypical product individualism 4.893 .294 4.304 5.482
collectivism 3.773 .294 3.184 4.362
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Experiment
18
Main-test result
For the same atypical product, individualism gave higher score than collectivism For the same typical product, individualism also gave slightly higher score thancollectivism
Hypothesis 1: Not support Hypothesis 2: Support
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Experiment
19
Main-test result
One way ANOVA analysis
IDV: product type DV: Typicality level& Attractiveness
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Discussion
20
Typicality and novelty are jointly and equally effective in explainingthe aesthetic preference of consumer products.
---Hekkertetal. (2003)
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Discussion
21
Hard to find collectivism in international environment
(Tend to be neutral, M=47.0)
English level (e.g. limitation of vocabulary)
Small sample scale
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Research value
22
The result showed a trend that culture value did have a
certain influence on product aesthetic appraisal
Suggestion for further research
Bigger sample scale
Eliminate language barrier
Use more group of stimuli
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Questions?
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