Gender Differences in Preference for Product Design

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Gender Differences in Preference for Product Design

By

Ellie Taylor

2008-2009

A PSYC3170 Major Project Supervised by

Dr Steve Westerman and Dr Ed Sutherland

A dissertation submitted in partial fulfilment of the requirements of the degree of

BSc (International) Psychology

And in agreement with the University of Leeds’
Declaration of Academic Integrity

[pic]

Institute of Psychological Sciences
University of Leeds

CONTENTS
Title Page…………………………………………………………………………………………………………………………………………………….1 Acknowledgements……………………………………………………………………………………………………………………………………...2 Contents Page……………………………………………………………………………………………………………………………………………..3 Abstract…………………………………………………………………………………………………………………….…..4 1. Introduction………………………………………………………………………………………………………………..5 1. How are Aesthetic Preferences Formed………………………………………………………………………….……………6 1. Previous Experience…………………………………………………………………………………………….……………..6 2. Physiological Feelings and Threat Perception……..……………………………………………………….………..6 3. Evolution…………………………………………………………………………………………………………………….…….7 4. Processing…………………………………………………………………………………………………………………….…..7 2. Aesthetic Preferences………………………………….…………………………………………………………………….………8 1. Contour…………………………………………………………………………………………………………….……………..9 2. Graphic………………………………………………………………………………………………………………….…………9 3. Complexity…………………………………………………………………………………………………………..…………10 4. Symmetry…………………………………………………………………………………………………………………….…10 5. Attention Grabbing………………………………………………………………………………………………….……….11 6. Typicality………………………………………………..……………………………………………………………….……..11 3. Gender Differences In Aesthetic Preference………..…………………………………………………………….………12 1. Shape Preference……………………………………………………………………………………………………..……..12 2. Difference in Designing…………………………………………………………………………………………………….12 3. Physiological Responses and Threat Perception…………………………………………………………..………13 1.4 Aims and Hypotheses……………………………………………………………………………………………………….………..13 2. Method…………………………………………………………………………………………………………………….15 2.1 Participants…………………………………………………………………………………………………………………………….……..15 2.2 Materials………………………………………………………………………………………………………………………………..……..15 2.2.1 Participant Documents………………………………………………….......................................………..……….15 2.2.2 Measures…………………………………………………………………………................................................…..15 2.2.3 Computer Programme…………………………………………………................................................…………16 2.3 Stimuli…………………………………………………………………………………………………………………………………..………16 2.4 Design………………………………………………………………………………………………………………………………………..…17 2.5 Ethical Considerations……………………………………………………………………………………………………………….……17 2.6 Procedure……………………………………………………………………………………………………………………………………..18 2.7 Data Analysis…………………………………………………………………………………………………………………………………19 3. Results ……………………………………………………………………………………………………………..…….20 3.1 General Response Ratings……………………………………………………………………………………………………………….21 3.1.1 Aesthetic Preference……………………………………………………………………………………………………………..21 3.1.2 Attention Grabbing…………………………………………………………………………………………………...…………..22 3.1.3 Purchase Likelihood………………………………………………………………………………………………………….……22 3.1.4 Typicality…………………………………………………………………………………………………………………....……….24 3.1.5 Usability………………………………………………………………………………………………………………………..……..24 3.2 Affective Responses…………………………………………………………………………………………………………….………….26 3.2.1 Anxious…………………………………………………………………………………………………………………….………….26 3.2.2 Tense……………………………………………………………………………………………………………………….………….27 3.2.3 Relaxed……………………………………………………………………………………………………………………..…………28 4. Discussion………………………………………………………………………………………………………………..30 4.1 General Responses…………………………………………………………………………………………………………………………30 4.2 Affective Responses………………………………………………………………………………………………………………..………33 4.3 Final Conclusions and Future Directions……………………………………………………………………………………………35

References…………………………………………………………………………………………………………………………………………………37...
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