Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts
Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts
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DOI：
10.1287/mksc.1110.0633
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发表时间：
2011-05-01
影响因子：
5
通讯作者：
Herrmann, Andreas
中科院分区：
文献类型：
--
作者：
Landwehr, Jan R.;Labroo, Aparna A.;Herrmann, Andreas
汽车销售预测传统上侧重于预测因素，如广告，品牌偏好，生命周期位置，零售价格和技术先进性。然而，汽车的设计质量是这类车型中一个经常被忽视的变量。我们发现，将销售预测模型的设计原型性和设计复杂性的客观措施，提高了他们的预测高达19%。为此，我们专业地拍摄了28款流行车型的正面设计，对图像进行了变形，并为每辆车创建了客观的原型性（汽车与变形的欧几里德接近度）和复杂性（压缩图像文件的大小）分数。结果表明，原型但复杂的汽车设计感觉令人惊讶的流畅处理，这种形式的令人惊讶的流畅性唤起积极的肠道反应，成为与设计和积极影响汽车销售。重要的是要注意，该效果适用于经济型（功能导向）和高级（身份导向）汽车，以及当考虑上述传统预测变量时。这些发现与一种普遍的直觉相反，即消费者喜欢反映他们个性的不寻常的复杂设计或功能性的原型简单设计。
Automotive sales forecasts traditionally focus on predictors such as advertising, brand preference, life cycle position, retail price, and technological sophistication. The quality of the cars' design is, however, an often-neglected variable in such models. We show that incorporating objective measures of design prototypicality and design complexity in sales forecasting models improves their prediction by up to 19%. To this end, we professionally photographed the frontal designs of 28 popular models, morphed the images, and created objective prototypicality (car-to-morph Euclidian proximity) and complexity (size of a compressed image file) scores for each car. Results show that prototypical but complex car designs feel surprisingly fluent to process, and that this form of surprising fluency evokes positive gut reactions that become associated with the design and positively impact car sales. It is important to note that the effect holds for both economy (functionality oriented) and premium (identity oriented) cars, as well as when the above-mentioned traditional forecasting variables are considered. These findings are counter to a common intuition that consumers like unusual-complex designs that reflect their individuality or prototypical-simple designs that are functional.