Effects Of Design Novelty On Products Preference

In recent years,enterprise is facing severe challenges of increasingly homogeneous product quality and functions.Follow the product form of the product to achieve market differentiation is not wise.The novelty of product appearance can realize product differentiation and unique brand positioning,which is considered as a differentiated marketing method.However,novel product design seems to be less successful.An important reason for the higher failure rate of new products is that marketers' perceptions of novel products are significantly different from consumers.Based on what consumers are demanding to buy or choose high / low novelty products,what kind of cognitive changes have still existed,there is still a theoretical gap,and further research is urgently needed.Based on a literature analysis of design novelty,this paper specifically studies the product design novelty effect on product preference in the field of product design.Design novelty focuses on the consumer's subjective perception and perception of product appearance innovation.Based on previous research,using experimental methods and statistical analysis of data with software such as SPSS,this paper studies the different preferences of consumers with different novelty designs,in order to complement and improve the theoretical system in the field of design novelty.This paper introduces the regulatory focus theory to study the product preferences of consumers with different regulatory focus for high/low design novelty.The paper finds,promotion-(vs.prevention-)focused consumers should prefer a novel product design,an effect that we attribute to increased processing fluency.In addition,introduce product types(utilitarian products / hedonic products)into the research framework and determine the boundary conditions for design novelty to play a role,such that promotion-(prevention-)focused consumers should prefer more(less)novel designs only for utilitarian products;for hedonic products all consumers should prefer a novel design regardless of regulatory foci.This paper supplements and improves the theoretical system in the field of design novelty by introducing the theory of regulatory focus,enriches the related research on regulatory focus,and promotes the research progress of product design novelty,regulatory focus,and product types.In terms of management suggestion,when designing an appearance,an enterprise should segment the market according to the regulatory focus consumer,and carry out targeted product appearance design.Secondly,enterprises should make reasonable design novelty decisions based on product types.At the same time,the consumer can be temporarily regulatory focus consumer to achieve effective matching with the design novelty preference.