Contributions of Consumer-perceived Creativity and Beauty to Willingness-to-pay for Design Products

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Abstract

Consumer perception of creativity in design products equivalent in function was measured using global single-item ratings of creativity. The measure was found to have a high level of agreement between raters and have discriminant validity to another aesthetic construct, that of beauty. In two experiments using designer lamps and wrist watches as stimuli, the present study shows how creativity and beauty both positively influence consumer willingness-to-pay (WtP) for the designed product, but each explains different parts of the variance. The results show that it is essential to develop separate models of creativity and beauty evaluations in consumer psychology, in that they seem to be distinct factors, explaining different parts of the variance in their consequences on WtP.
Original languageEnglish
JournalInternational Journal of Design Creativity and Innovation
Volume3
Issue number3-4
Pages (from-to)164-176
Number of pages13
ISSN2165-0349
DOIs
Publication statusPublished - 2015

Bibliographical note

CBS Library does not have access to the material
Published online: 14 November 2014

Cite this

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title = "Contributions of Consumer-perceived Creativity and Beauty to Willingness-to-pay for Design Products",
abstract = "Consumer perception of creativity in design products equivalent in function was measured using global single-item ratings of creativity. The measure was found to have a high level of agreement between raters and have discriminant validity to another aesthetic construct, that of beauty. In two experiments using designer lamps and wrist watches as stimuli, the present study shows how creativity and beauty both positively influence consumer willingness-to-pay (WtP) for the designed product, but each explains different parts of the variance. The results show that it is essential to develop separate models of creativity and beauty evaluations in consumer psychology, in that they seem to be distinct factors, explaining different parts of the variance in their consequences on WtP.",
keywords = "Consumer perception, Perceived creativity, Perceived beauty, willingness-to-pay, Product aesthetics",
author = "Christensen, {Bo Thomas} and Tore Kristensen and Rolf Reber",
note = "CBS Library does not have access to the material Published online: 14 November 2014",
year = "2015",
doi = "10.1080/21650349.2014.981216",
language = "English",
volume = "3",
pages = "164--176",
journal = "International Journal of Design Creativity and Innovation",
issn = "2165-0349",
publisher = "CRC Press/Balkema",
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}

Contributions of Consumer-perceived Creativity and Beauty to Willingness-to-pay for Design Products. / Christensen, Bo Thomas; Kristensen, Tore; Reber, Rolf.

In: International Journal of Design Creativity and Innovation, Vol. 3, No. 3-4, 2015, p. 164-176.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Contributions of Consumer-perceived Creativity and Beauty to Willingness-to-pay for Design Products

AU - Christensen, Bo Thomas

AU - Kristensen, Tore

AU - Reber, Rolf

N1 - CBS Library does not have access to the material Published online: 14 November 2014

PY - 2015

Y1 - 2015

N2 - Consumer perception of creativity in design products equivalent in function was measured using global single-item ratings of creativity. The measure was found to have a high level of agreement between raters and have discriminant validity to another aesthetic construct, that of beauty. In two experiments using designer lamps and wrist watches as stimuli, the present study shows how creativity and beauty both positively influence consumer willingness-to-pay (WtP) for the designed product, but each explains different parts of the variance. The results show that it is essential to develop separate models of creativity and beauty evaluations in consumer psychology, in that they seem to be distinct factors, explaining different parts of the variance in their consequences on WtP.

AB - Consumer perception of creativity in design products equivalent in function was measured using global single-item ratings of creativity. The measure was found to have a high level of agreement between raters and have discriminant validity to another aesthetic construct, that of beauty. In two experiments using designer lamps and wrist watches as stimuli, the present study shows how creativity and beauty both positively influence consumer willingness-to-pay (WtP) for the designed product, but each explains different parts of the variance. The results show that it is essential to develop separate models of creativity and beauty evaluations in consumer psychology, in that they seem to be distinct factors, explaining different parts of the variance in their consequences on WtP.

KW - Consumer perception

KW - Perceived creativity

KW - Perceived beauty

KW - willingness-to-pay

KW - Product aesthetics

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DO - 10.1080/21650349.2014.981216

M3 - Journal article

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SP - 164

EP - 176

JO - International Journal of Design Creativity and Innovation

JF - International Journal of Design Creativity and Innovation

SN - 2165-0349

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