The Study of Consume Emotional Responses on Product Complexity and Symmetry

Product aesthetic should be able to increase users’ positive emotions through interacting with the product aesthetic. Moreover, product with aesthetic can add extra value into a product. The product appearance with aesthetic enables to enhance consumer’s purchasing behavior directory. Among the complexity issues of product aesthetic, product symmetric and complexity play an important role. Thus, it is worth to have further study on product aesthetic (i.e., symmetry and complexity) to consumers’ emotional responses. Moreover, this study will explore the influence of consumers’ emotion to their purchasing intensions. However, current studies are mostly focus on either symmetrical form or complexity individually. Oppositely, there is less focus on both symmetrical and complex product forms studies.This study attempts to focus on both a/symmetry principle and complexity component, due to the ease of perception on both a/symmetry and assessment of simple-complex lines works on the art works and product forms. Further, the study of attitude and purchasing intension, which is influenced by consumer emotions, is also investigated through the experiment. This research has covered two-year-proposals. This research proposes systematically to focus on graphical visual image study in experiment 1 and 3D product form in experiment 2 within two years. At the first year of study, the experiment will be conducted to study graphical visual images on symmetry and complexity independent variables because of their familiarity and ease of identification, while the dependent variables include consumers’ emotions, attitudes and behaviors. At the second year of study, the experiment will be conducted to study 3D product form on symmetry and complexity independent variables, while the dependent variables also include consumers emotions, attitudes and behaviors. We expect that the results of this study can support both product designers and marketing planners when developing the products with aesthetics and emotions, and doing consumer segmentation in the future product market.

Project ID:PE10708-0444
External Project ID:MOST107-2410-H182-011