Communicating design innovativeness: The role of design information presentation on attitudes depending on different thinking styles

摘要

This research investigates how presentation of different design cues (e.g., visual, semantic, and symbolic) influences consumers' attitudes toward an innovative design in light of their different thinking styles (holistic vs. analytic). The authors examine the topic through four experiments by manipulating the presentation of visual, semantic, or symbolic design cues and comparing its effects between holistic and analytic thinkers. The results show that holistic thinkers are more likely to have positive attitudes toward design innovativeness especially when a visual cue is present with either semantic or symbolic design cues. In contrast, presenting combined design cues has no effect on analytic thinkers' attitudes toward design innovativeness. This research extends our understanding on how consumers' thinking styles moderate the effects of design cue presentation on their design attitudes, and suggests to managers how to communicate design innovativeness effectively through the combination of different design cues.