Abstract
New product designs can be radical in terms of new technology or new external form. Forms that are too radical, however, are often rejected by consumers because they represent new meanings to target buyers. We suggest that including designers’ beliefs, feelings, or intentions in advertising for products characterized by radical designs may help audiences contextualize and understand the new meanings embodied in the novel designs. This, in turn, can make such products more appealing to the average consumer. This paper presents an experimental study of viewer attitudes towards four radical new product designs when they are accompanied by designer philosophies. For all designs, the designer philosophies had positive impacts on viewer attitudes.
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