Premium
Innovation Aesthetics: The Relationship between Category Cues, Categorization Certainty, and Newness Perceptions
Author(s) -
Goode Miranda R.,
Dahl Darren W.,
Moreau C. Page
Publication year - 2013
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/j.1540-5885.2012.00995.x
Subject(s) - categorization , certainty , product (mathematics) , perception , psychology , affix , aesthetics , cognitive psychology , marketing , business , computer science , epistemology , artificial intelligence , art , philosophy , neuroscience , geometry , mathematics
Recent research notes a disconnect between what marketers deem new and innovative versus what consumers actually perceive. Many factors may contribute to this; however, the factor that has significant potential to first attract a consumer to a new product, visual aesthetic design, is investigated in this research. Findings from four studies indicate that if a consumer cannot affix a category label to a new product with certainty, as can happen with innovative aesthetics, a product's newness will be underappreciated and product evaluations will suffer. By utilizing a categorization framework and specifically accounting for the role of categorization certainty, insight into the effects of innovative visual aesthetics and why newness perceptions are inherently subjective, and therefore, potentially hazardous to new product adoption, is provided.