Cognitive Path Research Articles

The relationship between openness to experience and humor production: Exploring the mediating roles of cognitive flexibility and ambiguity tolerance.

The purpose of this study was to examine how individual openness to experience influences humor production and to explore the underlying psychological mechanisms of this relationship, specifically focusing on cognitive flexibility (the cognitive path) and ambiguity tolerance (the motivational path). To comprehensively evaluate individuals' humor production ability, Study 1 employed a subjective self-report questionnaire on sense of humor, while Study 2 used an objective humor dialogue generation task. The results of Study 1 indicated that openness to experience did not directly impact sense of humor; instead, the relationship between openness to experience and sense of humor was fully mediated by cognitive flexibility. In Study 2, findings showed that openness to experience positively predicted humor production ability, with ambiguity tolerance partially mediating this effect. These results suggest that individuals with higher levels of openness to experience have a greater capacity for generating humorous perspectives. Moreover, the study identified two psychological pathways-cognition and motivation-in the process of generating funny ideas. The specific pathway influenced by the measurement method used for humor production further highlights the importance of both cognitive flexibility and ambiguity tolerance in understanding how openness to experience contributes to humor production.

A (mérsékelten rizikós) koraszülöttség az IQ hátrány ellenére nem akadályozza az olvasási és helyesírási képességek fejlődését

Background and aims: It is well established that the impacts of prematurity are often long-lasting in the various domains of development, however, the published findings concerning the prevalence, severity, and background of disorders are inconsistent. As yet research into the development of abilities contributing to the academic progress in Hungarian preterm children has been scarce. Our study aimed to find out to what extent prematurity impeded the reading and spelling abilities in school age and to contribute some information on the cognitive background of the performances. Methods: Three groups of 7 – 12 year-old children participated in the study. The target group consisted of moderate-risk preterms. For comparison two groups of full-term children were tested: typically developing good readers and dyslexics. To assess the reading and spelling abilities the Hungarian version of the 3DM (Dyslexia Differential Diagnosis) was used. Cognitive abilities were assessed using the Hungarian adaptation of the WISC-IV and the Rey Complex Figure Test. Results: The reading and spelling performances of the full-term good readers and the preterms did not differ and the preterms scored higher than the dyslexics. The cognitive tests did not offer any direct explanation to this, since the preterms lagged behind the full-term good readers in the WISC-IV full-scale IQ as well as in several specific cognitive measures. The CART Decision Tree served to analyse the relationships, allowing to reveal the interactions and the moderation effects. Discussion: The CHC model as a theoretical framework and the CART Decision Tree statistical analysis proved to be fruitful to disentangle the complex interplay of the cognitive background factors. There are various cognitive paths of acquiring the reading and spelling skills, e.g., in case of relatively lower IQs the sufficient levels of memory and processing speed may ensure success.

Pedagogical heritage of ethnic values in the process of self-education

Modern ethno-pedagogical education is aimed at solving a number of problems: the entry of a future teacher, a university graduate into society, his productive adaptation and successful self-realization in a multicultural space; promoting the development of his professionalism and self-trait; ensuring the continuity of generations in the transmission of ethnic value system. This, in turn, requires the content filling of future teacher`s professional training by the formation of the professional and pedagogical self-educational competence of future teachers with special knowledge, that contributes to the professional and ethical development of his personality, the formation of ethno-pedagogical competence, his readiness for activities based on ethical norms of relationships in a particular ethno and a multicultural environment. Today, in public consciousness and activity, the human factor is justified as the determining factor in solving modern problems, and therefore the idea of a person's intrinsic value, the need to respect his personal dignity, spiritual experience, ethnicity, ethno-social role, rights to uniqueness, and to choose the path of cognition and life is discussed.

Genologia w lingwistyce – lingwistyka w genologii

GENOLOGY IN LINGUISTICS – LINGUISTICS IN GENOLOGY The author draws a sketch picture of genology from two perspectives outlined in the title. Linguistic genology is considered as the form of presence of genology in linguistics. It’s being developed since the 1990s by a large group of linguists and treated as a sub-discipline, usually combined with textology, stylistics, pragmalinguistics and axiolinguistics. The article discusses the basic methodological assumptions of the sub-discipline, its organization and scopes, as well as results of the research.The second part of the article is dedicated to the author’s original proposal of interpreting genology as an open cognitive space, filled with various thought styles as understood by Fleck. It allows for combination of linguistic approaches preserved in the tradition with a wide range of authors’ original research proposals in the form research programs etc. in order to give genology the character of cognitive paths of humanistic nature merged in various ways.

A Study of the Mechanisms of Path Dependency in Tourism Poverty Alleviation Based on Grounded Theory —Taking Guangxi as an example

ABSTRACT This study applies grounded theory to explore path dependency in tourism poverty alleviation and constructs a model of the mechanisms of path dependency in tourism poverty alleviation in China. We find that path dependency mainly manifests at the levels of the government, tourism enterprises, and residents living in poverty, and it can be classified into cognitive path dependency; economic path dependency; institutional path dependency and technical path dependency. This study also finds that the formation of path dependency in tourism poverty alleviation is a long-term process. Different types of path dependency may have different effects on tourism poverty alleviation performance. In the face of non-optimal path dependency that may exert negative impacts, we recommend breaking through path dependency to achieve path creation.

Cognitive Path Planning with Spatial Memory Distortion.

Human path-planning operates differently from deterministic AI-based path-planning algorithms due to the decay and distortion in a human's spatial memory and the lack of complete scene knowledge. Here, we present a cognitive model of path-planning that simulates human-like learning of unfamiliar environments, supports systematic degradation in spatial memory, and distorts spatial recall during path-planning. We propose a Dynamic Hierarchical Cognitive Graph (DHCG) representation to encode the environment structure by incorporating two critical spatial memory biases during exploration: categorical adjustment and \sequence order effect. We then extend the '`Fine-To-Coarse'' (FTC), the most prevalent path-planning heuristic, to incorporate spatial uncertainty during recall through the DHCG. We conducted a lab-based Virtual Reality (VR) experiment to validate the proposed cognitive path-planning model and made three observations: (1) a statistically significant impact of sequence order effect on participants' route-choices, (2) approximately three hierarchical levels in the DHCG according to participants' recall data, and (3) similar trajectories and significantly similar wayfinding performances between participants and simulated cognitive agents on identical path-planning tasks. Furthermore, we performed two detailed simulation experiments with different FTC variants on a Manhattan-style grid. Experimental results demonstrate that the proposed cognitive path-planning model successfully produces human-like paths and can capture human wayfinding's complex and dynamic nature, which traditional AI-based path-planning algorithms cannot capture.

How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments.

Buying domestic products has become increasingly important in many countries. As a form of social influence, social norms affect people's domestic purchasing intentions and behavior. The current study aims to examine the mechanisms by which social norms influence domestic purchasing intentions through the lens of consumer ethnocentrism and domestic product judgments. The data were collected through an online survey in China, and a total of 346 valid responses were obtained. The results indicate that social norms influence domestic purchasing intention through four paths, namely, direct path, motivational path, cognitive path, and motivational-cognitive path. Consumer ethnocentrism and domestic product judgments, serving as the motivational and cognitive factors, respectively, play mediating and serial mediating roles in the relationship between social norms and domestic purchasing intention. In addition, consumer ethnocentrism has two dimensions, namely, pro-domestic and anti-foreign consumer ethnocentrism, and only the former plays a significant role in the model. The current study has theoretical contributions to research on domestic purchasing intention and practical implications for interventions in domestic purchasing behavior. Future studies are encouraged to conduct experiments, distinguish between different types of social norms, measure purchasing behavior, and verify the relationships in other countries.

Именуемость Бога: апофатический и антиномический подходы

The article explores the issues of the naming of God: is it possible to name God, how the name and the Named are connected, does God have his own name, is the formula "the name of God is God" acceptable for the Christian worldview? The answers to these questions are given in the article using two methods: apophatic and antinomic. The objectives of the study are: firstly, to clarify the church's view of the phenomenon of the name of God, and secondly, to compare the two ways of this clarification, designated as apophatic and antinomic. The basis for understanding apophatic theology in the work is the writings of the Corpus Areopagiticum, where apophatic can be considered as a condition of spiritual vision and mystical theology, as well an intellectual cognitive path. The result of the apophatic approach in the article is called the principle of the unconfusedly and indivisible unity of the name and the Named. This principle, applied by Russian religious philosophers to express the connection of God and His name, is found in the priest Pavel Florensky, but his philosophy is associated by researchers primarily with the antinomic method. The unconfusedly and indivisible of the name and the Named in the antinomic reading acquires the paradoxical character of two mutually exclusive statements about the Divinity and non-divinity of the name of God. Also antinomy are statements taken at the same time and in the same relation, about the presence and absence of God's own name. The study concludes with the formulation of conclusions, among which the theological acceptability of the statement that «the name of God is God» is noted.

Increasing acceptance of medical AI: The role of medical staff participation in AI development

BackgroundMedical artificial intelligence (AI) in varying degrees has exerted significant influence on many medical fields, especially in the midst of the COVID-19 pandemic. However, little is known regarding how to address the reluctance of medical staff to use AI technology. While recent research has highlighted the importance of medical staff participation in the development of AI, the current understanding of influence of medical staff participation on acceptance of AI is limited. ObjectivesTo provide insights into the mechanism that how medical staff participation impacts on the medical staff’s acceptance of AI and to examine the moderating effect of speciesism. MethodsThis study was conducted from 6th August to 3rd September. Data was collected from doctors and nurses and a total of 288 valid questionnaires were obtained. Smart PLS 3.2.8 was used as partial least square (PLS) software to validate the research model. ResultsThe study determined that medical staff participation had a significant impact on acceptance of medical AI-IDT (β = 0.35, p ≤ 0.001) and acceptance of medical AI-ADT (β = 0.44, p ≤ 0.001). The results also show that AI self-efficacy and AI anxiety have significant mediating effects and speciesism has significant moderating effects among the theoretical model. ConclusionsThis study provides insights into ways to explore influence factors of acceptance of AI based on user participation perspective. The results indicate that medical staff participation enhances acceptance of medical AI through the cognitive path (i.e., AI self-efficacy) and the affective path (i.e., AI anxiety). These results have practical implications for how organizations assist the staff to accommodate themselves to AI technology in the future.

Does product touch affect consumer attitude toward a product? Meta‐analysis of effect sizes, moderators, and mediators

AbstractConsumers rely on physical touch in offline shopping and vicarious touch (i.e., imagining touch) in online shopping to develop their attitudes toward a product. The subject of how touching (versus not touching) affects consumer attitudes toward a product merits studying. However, past research has drawn controversial conclusions regarding the effect of product touch on consumer attitudes. This study conducted a meta‐analysis to resolve this inconsistency and explore the reasons for this inconsistency. It quantitatively analyzed 185 effect sizes in 42 empirical studies conducted between 2003 and 2022. In general, relative to not touching, touching had a positive effect on consumers' attitudes toward a product ( = 0.242, p < 0.001), and the effect size was moderate. Furthermore, the positive touch effect was mediated by consumers' cognitive experiences relating to the product and their affective experiences relating to the product. The cognitive path (total indirect effect = 0.068, p < 0.001) being stronger than the affective path (total indirect effect = 0.067, p < 0.001). Importantly, it showed that past inconsistency regarding the touch effect could be explained by moderators including product type (utilitarian versus hedonic), participants' uncertainty avoidance, and type of touch (physical touch versus vicarious touch). This study provides new insights into the product touch literature and offers valuable implications for online and offline retailing and consumer well‐being.

Fire system safety risk cognition model and evaluation of major public safety risks.

Along with the expansion of city scale, and the increase in the density of population and buildings, the occurrence of a major public fire safety incident in cities will lead to a serious threat to the overall public safety and the sustainable economic and social development of the relevant region. A simple and practical safety risk assessment method of fire prevention in gas stations is of great value for disaster prevention and application in key industries. The constituent elements of a gas station fire prevention safety system are complex, and include equipment, materials, environment, operation, and other factors. This element of information has randomness and temporal dynamics. To promote the transformation of the safety supervision mechanism of gas stations, realize the dual objectives of risk classification and risk dynamic management, and control the gas stations' safety systems the gas stations safety systems are the objectives of our paper. By taking the “fire” risk point of fire prevention in gas stations' system as the research object, this paper puts forward the cognitive path of fire prevention in gas stations' safety system for risk disasters, and explains the coordination between characteristics of inherent, initial, and real risks and the structure of the risk system's attributes. A realistic risk assessment model of fire risk with inherent and dynamic risks is established. An example was introduced to apply the real risk model, and the results were consistent with the actual prediction results, thereby showing the effectiveness and practicability of this method. This risk assessment method can provide a scientific basis for the prevention of fires and control of the fire prevention safety system, showing the changes in risk levels in different stages, and providing risk warning for project managers in taking prompt corresponding risk control countermeasures and improving the efficiency of risk management.

Mixed Messages: Why managers (do not) endorse employee voice

We develop and test a theory of how managerial endorsement is influenced by how employees voice their ideas – whether they engage in promotive voice, prohibitive voice, or a mix of these two types together. Drawing on research on cognitive fluency resulting from consistency in information, we argue and show that managers are less likely to endorse voice that mixes both promotive and prohibitive elements within the same instance of speaking up, compared to voice that is uniformly promotive or prohibitive. Extending these arguments about cognitive fluency, we further show that endorsement is contingent on whether each uniform type is consistent with managerial regulatory focus. Our findings, based on five studies – a survey study of managers from a wide range of organizations, a field study in a hospital, and three experiments – enrich our theoretical understanding of the cognitive paths through which the type(s) of voice, and whether voice mixes these types, shapes which ideas are endorsed for implementation. They also reveal important implications for managers about why they may systematically gravitate toward (and miss out on) certain ideas when they evaluate employee voice, and for employees about the tactical choices they should use in voicing ideas to their managers.

Research on the mechanism of emotional design in Chinese cultural and creative products

MotivationThe empowerment of design for cultural and creative products in the digital media era is further amplified by social media platforms,its emotional and subconscious impact on users is important and profound. The development of the network economy has promoted this trend. At the same time, this trend has further promoted the growth of cultural and creative products market. However, too obscure appearance design can hardly arouse the resonance of different cultural groups in a short time. As an effective method to bridge the cultural gap between consumers, emotional design has become an important driving force for the development of cultural and creative products.PurposeThe purpose of this study is to understand the impact of emotional factors on the willingness and preferences of ordinary consumers to buy Chinese cultural and creative products, and to further explore whether there are cognitive differences between the emotional design standards defined and promoted by professionals and the excellent design recognized by consumers according to their life experience and personal subjective emotional preferences.Design/methodology/approachThrough the construction of the emotional design model, this study selects four award-winning products in the cultural and creative product design competition and four commercial products with high sales volume in the online stores as research cases. Through 176 valid questionnaires conducted by non-professionals, this study makes an analysis by using the structural equation.ConclusionsThe study found that consumers' preference and purchase intention of Chinese cultural and creative products are affected by emotional design standards, but the impact results depend on the interaction of many factors. At the same time, there are also significant differences in cognitive paths between them.

Home-based workouts in the era of COVID-19 pandemic: the influence of Fitness YouTubers' attributes on intentions to exercise

PurposeHome-based workouts via fitness YouTube channels have become more popular during the pandemic era. However, few studies have examined the role of social media personae related to intention to exercise. The purpose of this study was to investigate the structural relationships between fitness YouTuber attributes: perceived physical attractiveness (PPA), perceived social attractiveness (PSA), perceived similarity (PS), parasocial relationships (PSRs), wishful identification (WI), physical outcome expectations (POEs), and continuous intention to work out with fitness YouTubers (CIWFY).Design/methodology/approachThis study considered fitness YouTube channel viewers as the unit of analysis. An online survey was conducted to empirically develop and test the research model using structural equation modeling (SEM).FindingsThe SEM empirical findings revealed that the PSRs were significantly influenced by PSA, PPA, and PS. Also, WI was significantly affected by PPA and PS. Furthermore, POEs were significantly impacted by PPA and PSRs. POEs affected the CIWFY. Lastly, PSRs and POEs mediated the influence of PSA and PPA on the CIWFY.Originality/valueThe psychological impacts of exercising to online fitness videos in the era of COVID-19, with its untact (no contact) social norms is timely. The study model demonstrated the fitness YouTube viewers' cognitive path from perceptions toward fitness YouTubers' attributes to behavioral intention. To be specific, the current study demonstrated how three attribution types (i.e. PPA, PSA, and PS) of fitness YouTubers affect viewers' PSRs and WI with fitness YouTubers, along with POEs and CIWFY. Along with health practitioners, fitness YouTubers who want to captivate viewers on their channels might need to consider self-attributes from their viewers' standpoint and should build psychological bonding with viewers.

Influence of entrepreneurial ambidextrous leadership on ambidextrous innovation: An integrated model construction of ‘cognitive/affective’ composite perspective in Chinese context

BACKGROUND: China’s 14th Five-Year Plan for National Economic and Social Development and the Long-Range Objectives Through the Year 2035 clearly points out that it is necessary to implement innovation driven strategy, promote enterprise technological innovation, and better play the important role of entrepreneurs in enterprise technological innovation. Therefore, it is of great significance to explore the impact of entrepreneurial leadership on enterprises’ technological innovation. OBJECTIVE: From the perspective of technological innovation stream, we divide ambidextrous innovation into mainstream innovation and new stream innovation. Integrating ambidexterity theory, innovation streams theory and cognitive affective personality system theory (CAPS), we explore the mediating mechanism of entrepreneurial ambidextrous leadership on ambidextrous innovation from cognitive path, affective path and cognitive-affective compound path. METHODS: Based on the data collected from 254 top managers in 12 provinces in China, we conducted descriptive statistical analysis, reliability and validity analysis, regression analysis and bootstrap mediating effect test on the sample data. RESULTS: Our empirical results revealed that: 1) entrepreneurial ambidextrous leadership positively related with the ambidextrous innovation; 2) organizational paradoxical cognition plays a partly mediating role between ambidextrous leadership and ambidextrous innovation; 3) organizational affective conflict plays a partly mediating role between ambidextrous leadership and ambidextrous innovation; 4) organizational paradoxical cognition negatively related with organizational affective conflict; 5) organizational paradoxical cognition and organizational affective conflict play a chain mediating role between entrepreneurial ambidextrous leadership and ambidextrous innovation. CONCLUSIONS: Combined with the cognitive affective personality system theory, our research explores the mediating mechanism of entrepreneurial ambidextrous leadership on ambidextrous innovation from cognitive path and affective path and “cognitive-affective” compound path, which not only have great theoretical contributions, but also have important significance in enterprise management practice.

Serial Unreading

This article develops a theory of serial reading rethought as a theory of serial unreading, a processual form of attention directed toward virtual principles of production, whether a procedure, formula, operation, algorithm, or even an obsessive compulsion. The material specificity of the series’ parts matter but only insofar as the concrete detail suggests its own unwinding, the virtual and nonlinear path to its current state. In other words, the value or facility of serial unreading includes rediscovering the rules governing the production of the work. Thus, unreading is not necessarily an end in itself. In fact, by dispersing and expanding our attentional field, acts of unreading make us better readers of nonserial works. In drawing our attention to their governing rules, operations, or patterns of production, serial works generate a primary principle of criticism: the impulse to reverse engineer the object. To show how this works, I examine three twentieth-century items—one series of minimalist drawings and two poetic works. By choosing a small cluster of examples I aim to mimic the oscillations of serial unreading, the way audiences are required to move from one member of the series to the transtextual techne that produced it. By withholding or abjecting the single finished object (often projecting divergent endlessness), serial art projects its governing intention in terms of techne—which subsists virtually along with the actual work as its formal and efficient cause—rather than deep expression. Moving quickly among individual works, I try to show how the feeling of navigating their expanded, multidirectional fields leads us on a cognitive path (whether we take it or not) toward criticism.

To act or to react? The role of responsiveness in corporate social performance disclosure in preventing plastic pollution in the travel and tourism sector

AbstractA corporate social performance model is dependent on strategies involving the processes of social responsiveness. From this perspective, this article observes that the voluntary disclosure of corporate social performances (CSP‐D) is a proactive behavior based on “responsiveness” because it corresponds to the ability to reduce the gap between disclosed content and the perception of the content by stakeholders. The study examines the voluntary disclosure actions undertaken through social media by 60 T&T companies to communicate to their stakeholders how they contribute to reducing environmental negative externalities, plastic pollution in particular. Then, a co‐word analysis is carried out, adopting social network maps to highlight and compare the cognitive paths that characterize disclosure and reaction. The findings suggest that when the cognitive pathways of stakeholders tend to converge towards the behavior disclosed by companies, their expectations are met and this enhances CSP‐D effectiveness. Finally, social media are suitable for generating this alignment, reducing the legitimacy gap and building a good reputation.

Architecture Typology of Rural Plain Houses Based on Formal Features, Case Study: (Talesh, Iran)

Housing is the most essential human need that in the past, rural houses have met this need well. Indigenous rural homes have undergone changes over time, some of which have been based on internal needs and needs, and some have been due to development and exogenous changes. One of the most critical steps to identify this type of change is the typology of indigenous homes; In this way, an essential step in the path of cognition, understanding and more coverage of this phenomenon is taken. Based on this, the present study intends to study and analyze the architectural types of houses in Talesh village, which originate from human nature, natural space and the bed in which they are formed. Therefore, to estimate the proportions and classification of the architectural plans of its houses, it is necessary to use a quantitative-qualitative research method. Mathematics is used in the Python programming language in data analysis. For this purpose, by selecting 150 samples of rural houses in the form of purposeful clusters and converting the created matrix from the dimensions and size of the plans to zero and one code, their similarity has been calculated. They are in close categories. Findings obtained by simulating the plans show that sloping roofs, building elevation, east-west orientation, porch, open plan and natural ventilation are common features in all indigenous houses. It is found in this area. Therefore, in general, the two architectural patterns in this area are one-story houses and Telar houses, in which high chair houses are a frequent type.

Using Penomenology Theory as A Trigger to Explore the Place Spatial Planning With Adaptable Growth of Urban Sustainable Community: A Case Study

The exploration of the meaning of community place is a permanent field of discussion. Norberg Schulz put forward the theory of “place” and “place spirit” in 1979. Since then, the idea of “place” has been influential in urban block planning and architectural design. This paper first points out from the perspective of phenomenology theory of philosophers Husserl and Heidegger: First, the origin of phenomenon is the reflection of philosophical view. The philosophical goal of phenomenology is to return to the origin of community and present its original meaning through emerging cultural phenomena. Second, to establish “a common formal language”, “so that we can immediately understand it beyond the personal and cultural boundaries”, to achieve the reduction of external phenomena. Traces the inner origin of the concept of “being in the world” in the corresponding urban community. Secondly, this paper tries to explain the relationship between community and place from the concept of place. As early as 1976, Ralf clearly pointed out that “sense of place” comes from the real reflection of the social, economic, cultural and environmental forms of the local residents, which is usually spontaneously generated. It is even a natural attribute of the region, and can be described as a natural direct arrival to the group experience, without the tortuous and time-consuming cognitive path. Similarly, in the community, “sense of place” is more often limited to specific situations and atmospheres, and exists in a variety of real experiences of people and in a variety of relationships between various objects. Then, based on the Fuzhou Declaration adopted at the World Heritage Conference held in July this year and the development goal of “sustainable communities” in the 2030 Agenda for Sustainable Development, the paper makes an understanding of its connotation: in a sense, sustainable communities are living, living and ecological. The organic renewal theory tells us that multiple communities constitute the texture and texture of local urban areas in the form and distribution of “cell groups”. The “organic renewal” phenomenon of the “cell population” in the city is complex, but it is also regular. Carsten Harris, an American phenomenologist, pointed out in The Ethical Function of Architecture (2001) that “we prefer organic order to inorganic”, “although organic order lacks the eternity of geometric shape, it is alive”. Then, the paper points out that form and structure shape the material community “place”, and at the same time, the community’s place spirit affects people’s “natural attitude” to the surrounding environment, and this attitude will exist stably in a certain space and time. In addition, after explaining some cultural phenomena emerging in the community, the paper finds that some constant phenomena of the community appear after the balance of the two forces of community culture and materialization, and have self-adaptability. Finally, this paper explores the tendency of urban communities to adapt to the future development and the possibility of continuous growth. With the help of phenomenological theoretical tools, this paper tries to reanalyze some phenomena of urban community places from the micro perspective, and puts forward some superficial understanding of its own, in order to make effective response to the key issue of sustainable community space planning.

Understanding the Design Personalization of Fashion Products Using Computational Design Methods: Practical Insights into Consumer Perceptions

This paper explores user perceptions of the design personalization of fashion products using a computational design method from the designer’s point of view. As for the research methodology, ten participants were asked to design textile patterns for their own fashion clutch bags by using a design personalization tool developed using Generative Design Methods (GDM), one of the computational design methods for personalizing product design. Subsequently, in-depth interviews were conducted to collect consumer thoughts on the aforementioned design personalization experience. Their central cognitive nodes were analyzed based on the means-end chain (MEC) model. The hierarchical value analysis results of the MEC model showed core linkages among the attributes, consequences, and values levels that participants perceived prominently for a given design personalization experience. The primary cognitive paths for consumers mainly focused on hedonic values and satisfaction as a destination, triggered by inspiring and fun design experiences, as well as solving design problems for non-professionals provided by GDM-based design personalization processes. This study’s findings can provide practical insights and guidance for designers and service planners to understand how their ideas can be placed in the consumer market while planning and designing digital design personalization services.