...Gender Differences in Preference for Product Design By Ellie Taylor 2008-2009 A PSYC3170 Major Project Supervised by Dr Steve Westerman and Dr Ed Sutherland A dissertation submitted in partial fulfilment of the requirements of the degree of BSc (International) Psychology And in agreement with the University of Leeds’ Declaration of Academic Integrity [pic] Institute of Psychological Sciences University of Leeds Acknowledgements I would like to personally thank Steve Westerman, Ed Sutherland and Peter Gardner for the help and time they gave me to complete this project. Without their constant support it would have been much harder to produce. A special thanks goes to Steve Westerman for creating the computer programme used, and guidance with statistics. CONTENTS Title Page…………………………………………………………………………………………………………………………………………………….1 Acknowledgements……………………………………………………………………………………………………………………………………...2 Contents Page……………………………………………………………………………………………………………………………………………..3 Abstract…………………………………………………………………………………………………………………….…..4 1. Introduction………………………………………………………………………………………………………………..5 1. How are Aesthetic Preferences Formed………………………………………………………………………….……………6 1. Previous Experience…………………………………………………………………………………………….……………..6 2. Physiological Feelings and Threat Perception……..……………………………………………………….………..6 3. Evolution……………………………………………………………………………………………………………………...
Words: 5382 - Pages: 22
...package and price: 1. aesthetic package with a relatively high price, 2. aesthetic package with an intermediate price, 3. aesthetic package with a relatively low price, 4.plain package with a relatively high price, 5.plain package with an intermediate price, 6.plain package with a relatively low price. After the six between-subject experiments, we find that package design and price setting do have influence on customers’ preference to purchase, but not as strong as our perception. On the other hand, the packaging has significance influence on the customers’ overall impression towards the product. The aesthetic package with the highest price leaves the customer the best impression. Implications for future application for businesses are discussed in the final part. Key words: Package design, price setting, analysis of variance, purchase intention. Introduction “Man shows that he is affected by appearance, by something that causes him pleasure over and above the immediate utility of the object” (Clay, 1908). Designing aesthetic products to satisfy the consumers’ need is of growing importance in marketing. As core attributes of product, such as quality and functionality, become increasingly homogeneous (Reimann, Schilke, & Thomas, 2010), firms are shifting their efforts from concrete product characteristics towards less concrete ones such as package designing. This trend towards aesthetics in product differentiation may be based on the insight that aesthetic designs seem to...
Words: 2560 - Pages: 11
...BEAUTY IN THE AGE OF MARKETING Bingqing Yin and Susie Pryor Contact person: Susie Pryor Bingqing Yin Assistant Professor Master’s student School of Business School of Business Washburn University Washburn University 1700 S. W. College 1700 S. W. College Topeka, KS 66621 Topeka, KS 66621 Phone: 785-670-1601 Phone: 785-670-1601 Email: susie.pryor@washburn.edu Email: bingqing.yin@washburn.edu Beauty in the Age of Marketing Beauty, it is said, is in the eye of the beholder. It is, accordingly, subjective and presumably both socially and culturally influenced. From a marketer’s perspective, this is a less than useful perspective, for beauty sells. A body of research suggests, for example, that physically attractive models used in advertising produce consumer expectations of accountability, dynamism and trustworthiness; therefore, marketers tend to use these models to enhance and strengthen the appeal of their advertisements and products (Atkin and Block 1983; Kamins and Gupta 1994). Physically attractive people are known to be perceived by consumers as friendly, warm, dominant, sociable, outgoing, responsive, and possessing both self-esteem and intelligence (Adams, 1977; Adams & Read, 1983; Berscheid & Walster, 1974; Bloch & Richins, 1992; Cann, Siegfried, & Pearce, 1981; Dion & Dion ,1987; Goldman & Lewis, 1977). Individuals favor and are favorably disposed towards physically attractive people...
Words: 6961 - Pages: 28
...favored very fast detection of fear expressions on the faces of others (e.g. Palermo & Rhodes, 2007), so one can avoid whatever predator or attacker is inciting the fear. By contrast, given that human mate choice and courtship typically require at least a few hours, with a large investment of conscious, attentive, thoughtful interaction (Geher & Miller, 2007; Miller, 2000), a speed advantage of a few hundred milliseconds in judging facial attractiveness seems trivial. This point raises a problem with “automaticity” as a generic criterion for adaptedness: if a perceptual decision already happens in less than a second with barely noticeable demands on attention and feeds into a process of social or sexual interaction that lasts for at least a few minutes, as most significant interactions with conspecifics do, then there may be no fitness benefits of pushing the perceptual process to be even faster or less attention demanding than it already is. Barrett et al. (2006) made a similar argument against automaticity for more leisurely social and sexual judgment tasks. This study has several limitations that should be addressed in further research. The participants were all young adult female university students in the United States, with about half being Anglo (white/Caucasian) and half being Hispanic (with various levels of genetic admixture from European and Native American populations). Results might differ for participants of different ages and sexes, or, less plausibly, for participants...
Words: 1533 - Pages: 7
...critical role. This paper aims to explore how name and logo design characteristics, and specifically figurativeness, influence consumer preferences in the context of a brand merger, in the banking sector. Design/methodology/approach – This study develops a typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by drawing on a literature review and secondary data, as well as an exploratory study analyzing consumers’ preferences regarding alternative branding strategies. Findings – The results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that logos may be as important as the company name in a merger situation, in terms of assuring consumers that there remains a connection to the brand’s past. The data show that the logo chosen by consumers reflects their aesthetic responses, whereas the selected name reflects their evaluation of the brand’s offers or its presence in the market. Originality/value – The paper uses an innovative research design which gives respondents freedom to choose their preferred solution; hence, the richness of the results is enhanced. The results should guide managers in their evaluation and choices regarding post-merger branding strategies. Keywords Brand, Brand identity signs, Brand logo, Mergers and acquisitions, Consumer preferences, Consumer...
Words: 9446 - Pages: 38
...Running Head: Web Site Navigation Structure: An Argumentative Analysis on Web Site Design and Usability Web Site Navigational Structure: An Argumentative Analysis on Web Site Design and Usability Yu Wen Chiang Northeastern University Advanced Writing in the Disciplines Professor Suzanne Richard October 18, 2012 Running Head: Web Site Navigation Structure: An Argumentative Analysis on Web Site Design and Usability Introduction Many designers and engineers seem to be discussing what is good and bad user experience and how we’re supposed to delight our users so that they navigate our websites with ease. User experience can be a very blurry concept and consequently, many people use the term incorrectly. Many engineers seem to have a firm (and often unrealistic) belief in how they can craft the user experience of their product. However, a UX depends not only on how something is designed, but also other aspects such as clean, clear sign-up forms, smooth on-boarding experiences, and even helpful blank slates once users are inside applications. Design flows that are tied to clear objectives allow us to create a positive user experience and a valuable one for the business we’re working for. “Web sites are not always as successful or as usable as they could be. Users can encounter various problems when trying to acquire knowledge from a Web site and trying to use a Web site’s functionalities.” (X. Fang, 2012, p.453) Because the Web design industry is now flooded with...
Words: 2519 - Pages: 11
...PHI 2301- Essay Due April 30th, 2014 at 3P.M. PHILOSOPHICAL THOUGHTS Attach this sheet to the front of your paper Student Name: Meryem Hamdi Beauty objective or subjective Title: EVALUATION Written communication (6 points) Organization Needs Improvement (≤ 1 point) Satisfactory (≤ 2 point) Good (≤ 3 points) Mechanics and grammar Needs Improvement (≤ 1 point) Satisfactory (≤ 2 points) Good (≤ 3 points) Score Content (6 points) Correctness of details Inadequate (≤ 1 points) Good (≤ 2 point) Excellent (≤ 3 points) Completeness of idea Inadequate (≤ 1 points) Good (≤ 2 point) Excellent (≤ 3 points) Score TOTAL /12 Beauty objective or subjective The nature of beauty is one of the most controversial and complex themes in Western philosophy. Beauty has been among the ultimate values, with goodness, truth, and justice. “It is a major subject among different philosophers such as the ancient Greek, Hellenistic, and medieval, and was central to 18th and 19th-century thought, as represented in treatments by such thinkers as Hutcheson, Hume, Kant; Hegel, and Santayana.” Different philosophical issues concerned the objectivity and subjectivity of beauty. In other words, philosophers argued whether is beauty a property of some objects (like mass, shape, etc.) or is beauty a judgment of the mind observing the object (an emotion, feeling or evaluation). Subjective theory of beauty existed primary in the Antiquity and...
Words: 1292 - Pages: 6
...‘The body has become part of a project to be worked at, a project increasingly linked to a person’s identity of self.’ (Entwistle, ‘The Influence of Foucault,’ 19) Discuss. Pictures of the self- reinforced through language, imagery, embodied practices and mental habits- hold us captive in ways we are not even aware of. The challenge of thinking ourselves differently as embodied individuals demands that we make visible these pictures so that we can come to understand, if you will, that the door might open inwards. (Heyes, 2007: 20) The physical body we live in-‘we’ being our innate selves, our souls- denies society the view beneath the skin. The only indication of our identity, as Heyes implies, is through the visual self. This is supported by Thesander’s (1997) assertion that “the most characteristic aspect of fashion is its ability to transform objects into symbols. Clothes are transformed into fashion garments and the body becomes the fashion body.” (67) In this essay, I will discuss, using various readings, about how women’s bodies are moulded by society and how it shifts with the current ideals of beauty. I will also elaborate on how the body is used as a shell to depict what the inside holds, in other words, the identity of the being residing in it. I will use Michel Foucault’s theories to explain how the body is affected by the subjection of discipline and examination. Then, I will use the concept of cosmetic surgery to show how the body is an ongoing project to be worked...
Words: 3781 - Pages: 16
...Indian two-wheeler industry: Rural India to drive industry's growth The Indian two-wheeler industry has come long way since its humble beginning in 1948 when Bajaj Auto started importing and selling Vespa Scooters in India. Since then, the customer preferences have changed in favour of motorcycles and gearless scooterettes that score higher on technology, fuel economy and aesthetic appeal, at the expense of metal-bodied geared scooters and mopeds. These changes in customer preferences have had an impact on fortunes of the players. The erstwhile leaders have either perished or have significantly lost market share, whereas new leaders have emerged. Rising income levels, reducing excise duties, higher loan tenure and loan-to-value offered by the financing companies have all fuelled the growth of two-wheeler demand. Besides, mounting traffic chaos and limited parking space has also increased the demand for two-wheelers from households that can afford or actually do own a car. Furthermore, with increasing women working population, changing social philosophy and broad-mindedness, the penetration of two-wheelers in target population has increased significantly during last one decade especially in urban areas. However rural areas and smaller towns still remains considerably underpenetrated market. The authors foresee rising income levels combined with increase in finance penetration in rural areas and smaller towns, the demand for two-wheelers will grow swiftly in short to medium...
Words: 728 - Pages: 3
...activities facilitate in the development of various domains of mind and personality such as intellectual development, emotional development, social development, moral development and aesthetic development. Creativity, Enthusiasm, and Energetic, Positive thinking are some of the facets of personality development and the outcomes of Extracurricular activities. Meaning of Co-curricular Activities Co-curricular activities (CCAs) earlier known as Extracurricular Activities (ECA) are the components of non-academic curriculum helps to develop various facets of the personality development of the child and students. For all-round development of the child, there is a need of emotional, physical, spiritual and moral development that is complemented and supplemented by Co-curricular Activities. Definition of Co-curricular Activities Co-curricular Activities are defined as the activities that enable to supplement and complement the curricular or main syllabi activities. These are the very important part and parcel of educational institutions to develop the students’ personality as well as to strengthen the classroom learning. These activities are organized after the school hours, so known as extra-curricular activities. Co-curricular Activities have wide horizon to cater to the cultural, social, aesthetic development of the child. Examples and Types of Co-curricular Activities Sports Musical activities Debate Model Art Music Drama Debate and discussion...
Words: 1801 - Pages: 8
...Die hard is considered to be one of the greatest action movies made in the 1980’s-1990’s era. It was this movie that shot Bruce Williams to fame. Directed by John Mctiernan in 1988, Die hard was a movie with great acting, great action sequences, excellent on screen chemistry between actors and many more such qualities. However, one important thing that not many notice is the outstanding photography of the film. It is the astonishing photography of the movie that made movie goers sit on the edge of their seat in anticipation and excitements of what’s going to be John Mclane’s (Bruce Willis) next move to battle the terrorists. In this paper, I am going to discuss about the photography of the movie Die Hard and to do so I will highlight a few important aspects of photography such as shots, angles, lights amongst others. Shot “Shots are defined by the amount of subject matter that’s included within the frame of the screen” [ (Giannetti, 2011) ]. In general, there are 6 types of shots and these are extreme long shot, long shot, full shot, medium shot, close up and the extreme close up. These shots are all subject to human analysis that means what one director might consider a medium shot; it might be considered a close up by another director [ (Giannetti, 2011) ]. The movie Die hard is an amalgam of all these shots intertwined to give the audiences a complete and exciting cinematic experience. Mctiernan has used all kinds of shots to make sure that his movie looks realistic and...
Words: 1077 - Pages: 5
...Integrated Marketing Communications Banarasi Sarees PANKHUDI SAREES Submitted to: Prof. S. Suresh Submitted by: Nitin Sharma(12609199) Parina Bansal(12609063) Navjyoti Siddhu(12609114) Yash Gautam(12609148) Kunal Singh(12609191) INTRODUCTION Banarasi sarees are sarees made in Varanasi, a city which is also called "Benares." These sarees are historically considered to be among the finest sarees in India and are known for their gold and silver brocade, fine silk and opulent embroidery, and being highly sought after. These sarees are made of finely woven silk and are decorated with intricate design, and because of these engravings, these sarees are relatively heavy. Their special characteristics are Mughal inspired designs such as intricate intertwining floral and foliate motifs, kalga and bel, a string of upright leaves called jhallar at the outer, edge of border is a characteristic of these sarees. Other distinctive features are Heavy gold work, Compact weaving, figures with small details, metallic visual effects, pallus, jal (a net like pattern), and mina work. These sarees are an inevitable part of any Indian bride's trousseau. Banarasi sarees have proved to be the iconic bridal wear and also an asset to cherish in the wardrobe. Apart from the wedding occasion, there are many women who prefer to buy at least one Banarasi saree every year and enhance their traditional collection. Banarasi sarees reflect their own charm and regal beauty, thus becoming...
Words: 2395 - Pages: 10
...Abstract This paper is a brief discussion of the importance of culture for marketing and managing in global markets. The major topics discussed are management styles; product development and management; advertising campaigns, and communication as they are affected by various elements of culture and Hofstede’s cultural dimensions. Management Styles Management styles practiced by domestically run companies will differ from management styles practiced in the countries of companies’ foreign operations. These differences are influenced by the elements of culture that make up the learned behaviors or way of life of a country’s or region’s people (Gaspar, 2013). Yuan (2010) describes reasons for conflict between American managers and Chinese employees in Fortune 500 companies, citing one instance in which a Chinese employee responded to an American manager with an estimated number rather than an accurate one. Because of differing values and attitudes among cultures described by Gaspar, the American manager interpreted the Chinese employee’s response as being deceptive. However, the Chinese employee was avoiding shame, which in Chinese culture results from not knowing the answer to a question. Upon understanding this, the trust grew between the American manager and his Chinese employees likely as the result of the manager changing the way he sought information from his employees. Also, in China it is expected that companies pay newspaper reporters for writing a favorable stories, which...
Words: 1346 - Pages: 6
...DESIGN THINKING Summative Assignment DSM5A1 – Graeme Campbell Lorenzo Robuschi S00607430 05/12/2014 Define the Concept of Design Thinking Design Thinking The global corporate world is engaged in the continuous process of searching for ways in which it can improve its performance. As businesses become more and more competitive with each other, employers and business managers have to continually seek ways by means of which they can improve their performance and develop competitive strategies and edges in order to clinch leading positions. Among the myriad of strategies sought for this purpose is that of design thinking. Design thinking can be defined as a process by which businesses empathize with the situation and needs of the consumers so that they are able to produce goods and offer services that meet these needs. Therefore, design thinking is a protocol for solving emergent problems and discovering new ways and opportunities through which a business can improve and better its performance (Martin, 2007 P. 198). My Own Definition of Design Thinking Design thinking is the process of contextualizing business problems within the design framework. In this framework, the business leader envisions the problem at hand in a pictorial form and places all elements of the problem in its place. They then explore means to be used to link the problem with an amicable solution that will favor the needs of the consumers, who are the stakeholders that benefit...
Words: 4621 - Pages: 19
...These offered more possibilities than the functionalist plans orientated towards the existential minimum of a western nuclear family. Sliding screens could be closed to provide at least limited privacy, and opened or even removed for uninterrupted space. The ‘’traditional’’ features were functional, economical, and made the interior space more comfortable for those who used them. Even if the incorporation of the Japanese-style interiors into apartment buildings utilizing modern construction methods was not new in 1958, (buildings constructed in the late 1920 and 1930 by semipublic agency often incorporated tatami rooms) the scale on which the Harumi Apartments negotiated the apparent contradiction between high technology and premodern aesthetics was new. The strategy that wanted achieve Maekawa in these high-density housing, was a reasonable level of comfort within the constraints of public...
Words: 1092 - Pages: 5
