The Effect of Product Aesthetics on Older Consumers

Tyan Yu Wu

doi:10.1007/978-3-030-22012-9_8

The Effect of Product Aesthetics on Older Consumers

Tyan Yu Wu^*

^*Corresponding author for this work

Department of Industrial Design

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

2 Scopus citations

Abstract

Older consumers are a quickly increasing segment of the consumer market. However, few products have been designed specifically for this group, and little research has been done specifically on their aesthetic perceptions. This study focuses on symmetry and cultural elements related to aesthetics from older persons’ points of view. The experiment featured 77 subjects (24 males; 53 females; ages 55–70) who responded to a survey of seven questions. Independent variables included symmetry and asymmetry with and without cultural elements, while dependent variables covered subjective aesthetics, emotions (i.e., valence, arousal), preference attitudes, and purchase intension. A total of 32 stimuli were used to examine (1) high symmetry + a high culture patternÂ ×Â 8, (2) high symmetry + a low culture patternÂ ×Â 8, (3) low symmetry + a low culture patternÂ ×Â 8, and (4) low symmetry + a high culture patternÂ ×Â 8. The results showed that female participants tend to be more sensitive to products that include cultural elements, and older consumers have greater aesthetic responses to products with symmetry than those marked by asymmetry. Products with cultural elements also had greater responses than products without cultural meanings.

Original language	English
Title of host publication	Human Aspects of IT for the Aged Population. Design for the Elderly and Technology Acceptance - 5th International Conference, ITAP 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings
Editors	Jia Zhou, Gavriel Salvendy
Publisher	Springer Verlag
Pages	98-106
Number of pages	9
ISBN (Print)	9783030220112
DOIs	https://doi.org/10.1007/978-3-030-22012-9_8
State	Published - 2019
Event	5th International Conference on Human Aspects of IT for the Aged Population, ITAP 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019 - Orlando, United States Duration: 26 07 2019 → 31 07 2019

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	11592 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	5th International Conference on Human Aspects of IT for the Aged Population, ITAP 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019
Country/Territory	United States
City	Orlando
Period	26/07/19 → 31/07/19

Bibliographical note

Publisher Copyright:
© 2019, Springer Nature Switzerland AG.

Keywords

Cultural elements
Emotion
Order
Symmetry

Access to Document

10.1007/978-3-030-22012-9_8

Cite this

Wu, T. Y. (2019). The Effect of Product Aesthetics on Older Consumers. In J. Zhou, & G. Salvendy (Eds.), Human Aspects of IT for the Aged Population. Design for the Elderly and Technology Acceptance - 5th International Conference, ITAP 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings (pp. 98-106). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 11592 LNCS). Springer Verlag. https://doi.org/10.1007/978-3-030-22012-9_8

Wu, Tyan Yu. / The Effect of Product Aesthetics on Older Consumers. Human Aspects of IT for the Aged Population. Design for the Elderly and Technology Acceptance - 5th International Conference, ITAP 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings. editor / Jia Zhou ; Gavriel Salvendy. Springer Verlag, 2019. pp. 98-106 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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Wu, TY 2019, The Effect of Product Aesthetics on Older Consumers. in J Zhou & G Salvendy (eds), Human Aspects of IT for the Aged Population. Design for the Elderly and Technology Acceptance - 5th International Conference, ITAP 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 11592 LNCS, Springer Verlag, pp. 98-106, 5th International Conference on Human Aspects of IT for the Aged Population, ITAP 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019, Orlando, United States, 26/07/19. https://doi.org/10.1007/978-3-030-22012-9_8

The Effect of Product Aesthetics on Older Consumers. / Wu, Tyan Yu.
Human Aspects of IT for the Aged Population. Design for the Elderly and Technology Acceptance - 5th International Conference, ITAP 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings. ed. / Jia Zhou; Gavriel Salvendy. Springer Verlag, 2019. p. 98-106 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 11592 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - The Effect of Product Aesthetics on Older Consumers

AU - Wu, Tyan Yu

PY - 2019

Y1 - 2019

N2 - Older consumers are a quickly increasing segment of the consumer market. However, few products have been designed specifically for this group, and little research has been done specifically on their aesthetic perceptions. This study focuses on symmetry and cultural elements related to aesthetics from older persons’ points of view. The experiment featured 77 subjects (24 males; 53 females; ages 55–70) who responded to a survey of seven questions. Independent variables included symmetry and asymmetry with and without cultural elements, while dependent variables covered subjective aesthetics, emotions (i.e., valence, arousal), preference attitudes, and purchase intension. A total of 32 stimuli were used to examine (1) high symmetry + a high culture patternÂ ×Â 8, (2) high symmetry + a low culture patternÂ ×Â 8, (3) low symmetry + a low culture patternÂ ×Â 8, and (4) low symmetry + a high culture patternÂ ×Â 8. The results showed that female participants tend to be more sensitive to products that include cultural elements, and older consumers have greater aesthetic responses to products with symmetry than those marked by asymmetry. Products with cultural elements also had greater responses than products without cultural meanings.

AB - Older consumers are a quickly increasing segment of the consumer market. However, few products have been designed specifically for this group, and little research has been done specifically on their aesthetic perceptions. This study focuses on symmetry and cultural elements related to aesthetics from older persons’ points of view. The experiment featured 77 subjects (24 males; 53 females; ages 55–70) who responded to a survey of seven questions. Independent variables included symmetry and asymmetry with and without cultural elements, while dependent variables covered subjective aesthetics, emotions (i.e., valence, arousal), preference attitudes, and purchase intension. A total of 32 stimuli were used to examine (1) high symmetry + a high culture patternÂ ×Â 8, (2) high symmetry + a low culture patternÂ ×Â 8, (3) low symmetry + a low culture patternÂ ×Â 8, and (4) low symmetry + a high culture patternÂ ×Â 8. The results showed that female participants tend to be more sensitive to products that include cultural elements, and older consumers have greater aesthetic responses to products with symmetry than those marked by asymmetry. Products with cultural elements also had greater responses than products without cultural meanings.

KW - Cultural elements

KW - Emotion

KW - Order

KW - Symmetry

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SN - 9783030220112

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Wu TY. The Effect of Product Aesthetics on Older Consumers. In Zhou J, Salvendy G, editors, Human Aspects of IT for the Aged Population. Design for the Elderly and Technology Acceptance - 5th International Conference, ITAP 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings. Springer Verlag. 2019. p. 98-106. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-030-22012-9_8

The Effect of Product Aesthetics on Older Consumers

Abstract

Publication series

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Bibliographical note

Keywords

Access to Document

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