Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/66174
Title: Alleviating consumers' negative emotional responses to really new products : the potential of product metaphors
Authors: Cheng, P
Mugge, R
Keywords: Negative emotions
Product metaphors
Really new products
Issue Date: 2016
Publisher: Universidad de los Andes
Source: Proceedings - D and E 2016: 10th International Conference on Design and Emotion - Celebration and Contemplation, 2016, p. 600-603 How to cite?
Abstract: Although adopting product innovations could be beneficial for consumers, consumers often show negative emotional responses to innovations. An important reason for these negative emotions is that consumers experience difficulty when learning about really new products (RNPs) because the knowledge required goes beyond consumers' stored knowledge and using RNPs is difficult to imagine. To alleviate consumers' negative emotional responses, this paper conceptually proposes that using product metaphors during designing RNPs could be a promising way to facilitate consumers' learning. Specifically, this paper explores the potential of applying product metaphors in the design of RNPs to facilitate consumer learning through functional and experiential analogies.
Description: 10th International Conference on Design and Emotion, D and E 2016, Netherlands, 27-30 September 2016
URI: http://hdl.handle.net/10397/66174
ISBN: 9789461867254
Appears in Collections:Conference Paper

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