Comments for Innovation as a business: more than creativity Anonymous 26 April 2018 Wei-Ken, H., & Lin-Lin, C. (2012). Effects of novelty and its dimensions on aesthetic preference in product design Firstly, we summarized the key points of our paper. The question posed in the paper is “How much do consumers value novelty in product design?” and, in order to define the relationship between novelty and aesthetic preference, a study on chair product design was conducted. The results show that the relationship between these two parameters is an inverted-U curve. This means that, instead of…Read moreFirstly, we summarized the key points of our paper. The question posed in the paper is “How much do consumers value novelty in product design?” and, in order to define the relationship between novelty and aesthetic preference, a study on chair product design was conducted. The results show that the relationship between these two parameters is an inverted-U curve. This means that, instead of maximizing novelty, a moderate level thereof leads to the highest level of aesthetic preference. Overall, three dimensions of aesthetic preference were defined: trendiness, complexity and emotion, and all of these proved to have a positive, linear relationship with novelty. What was striking, however, was the fact that trendiness has the highest influence on novelty. Secondly, we have identified two mains implications for managers to better shape their firm’s strategy. The first implication regards the inverted-U curve relationship between product aesthetic and novelty. Indeed, there is a threshold to innovation in design: people prefer a balance between typicality and novelty. Therefore, we advise managers to conduct consumer surveys regarding the firm’s new designs, as there is a very thin line which should not be crossed. The second implication is closely linked to trendiness. Indeed, what is perceived as novel and beautiful depends greatly on what is fashionable at the moment. Therefore, we would recommend managers to set up teams in charge of analysing consumers’ current trendiness perception. Thirdly, we exposed the limitations of the conclusion reached through this paper. Indeed, managers should first identify the decision making factors in their industry, because the aesthetic curve does not account for more traditional sector where artisanal “savoir-faire” is valued. Then, it is important to keep in mind that customers rank their preference relatively to the alternatives available on the market. Managers must be aware of how their product will be perceived compared to their competitors. Also the primary function of a good should not be forgotten; for example, with chairs, comfort is a mental association unconsciously made when thinking about this particular product. Lastly, we focused our attention on the insights provided by two additional papers . The first one (1) moved from the idea that a preference for typicality over novelty may depend on the risk associated with the choice. Yet, the authors found no statistical evidence supporting the argument, when creating pressure on the participants in the survey. The second paper (2) explains the reason why, in similar studies different results emerged concerning the impact of novelty on aesthetic preferences. The issue here is the idea of novelty that the participants have, since it is connected to the broader conception of “newness”. As the study shows, there are four dimensions of newness, some of which – uniqueness, for instance – have a negative effect on the perception of the product. Our paper links the concept of novelty to innovation and shows that firms do not have to present the most unique or innovative product to enter the market and to success. They need to adapt to their target customers and take their preferences into account. Appendix : (1) Thurgood, C. et al (n.d.). The joint effect of typicality and novelty on aesthetic pleasure for product design: influences on safety and risks. (2) Akiike, A., Katsumata, S. (n.d.). The multidimensionality of design newness: an empirical survey of product appearance and preference. Show less Reply Leave a Reply Cancel reply Your email address will not be published. Required fields are marked *Comment Reference Identify the bibliographic reference you are commenting. You may use simple HTML tags to add links or lists to your comment:<a href="url">link</a> <ul><li>list item 1</li><li>list item2</li></ul> <em>italic</em> <strong>bold</strong>Name * Email * Notify me by email when the comment gets approved.