The Influence of Culture Context on Asethetic Perception

8/8/2019 The Influence of Culture Context on Asethetic Perception

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Strategic Product Design

Research Project


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www.themegallery.com LOGO

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

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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

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Main-test Questionnaire


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Experiment

13

Main-test Questionnaire


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Experiment

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Main-test result

121 copiesintotal30collectivism, 91 individualism

Dataanalysis:30individualism x 30collectivism


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Experiment

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Main-test result

Correlation analysis: functionality VS attractiveness


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Experiment

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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

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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

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Main-test result

One way ANOVA analysis

IDV: product type DV: Typicality level& Attractiveness


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Discussion

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Typicality and novelty are jointly and equally effective in explainingthe aesthetic preference of consumer products.

---Hekkertetal. (2003)


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Discussion

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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?

The Influence of Culture Context on Asethetic Perception

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