[1401-07] Emotion and Design

[1401-07-02] BEYOND THE PRODUCT APPEARANCE

HOW DOES THE CONSUMER’S INDIVIDUAL CHARACTERISTICS INFLUENCE PRODUCT AESTHETIC AND FUNCTIONAL VALUE ON THE PREFERENCE?

(1) Real-time presentation with recording

*Tseng-Ping Chiu¹, Carolyn Yoon² (1. National Cheng Kung University, Industrial Design Department(Taiwan), 2. University of Michigan, Stephen M. Ross School of Business, Marketing Department(United States of America))

Keywords:Product Aesthetics, Functionality, Product Value, The Centrality of Visual Product Aesthetics (CVPA), Consumer Psychology