*Gloria Moss, Buckinghamshire New University, UK
Cees De Bont, Hong Kong Polytechnic University, HK
Paul Springer, University of East London, UK
Gabor Horvath, University of South Wales, UK
* contact: email@example.com
Preferences shape perceptions of product usefulness, utility, ease of use, as well as price sensitivity and the time that people attend to something so contributors are invited to consider factors that shape preferences and influence an organisation’s ability to enact an Outside-in perspective. Relevant factors include nationality (the best contributions will be considered for a Routledge book ‘Nationality, Design and Marketing’), personality (how this shapes creations and preferences), gender (the role of culture and physiological in men and women’s visuo-spatial abilities) and organisational factors (the homogeneity principle and its influence on designer selection with potential conflicts with external customer preferences) A consideration of these factors singly or in combination would be encouraged.
This track therefore explores the challenges/ obstacles to achieving an Outside-in perspective with design with key issues being: way that organisational culture and actors may shape notions of design excellence; how organisational concepts of design excellence may be at odds with those of consumers; how obstacles in the way of an Outside-in perspective can be identified and addressed. Added to this, an understanding of the way that segmentation variables (personality, nationality and gender) impact design creations and preferences and whether there is an ‘opposites attract’ effect, through the design of these variables (such that for example a design created by someone of nationality x would be preferred by someone of nationality) or whether there is a ‘like attracts like’ effect such that designs created by men are likely to be preferred by men over women).
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Springer, P (2009). Ads to Icons: How Advertising Succeeds in a Multimedia Age. Kogan Page
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Moss, G (in press), Personality, Design and Marketing, Routledge
Moss, G. and Vinten, G. (2001). Choices and preferences: The effects of nationality. Journal of Consumer Behaviour 1(2), 198–207
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Horvath, G., Moss, G., Gunn, R. & Vass, E. (2007). Gender and web design software, Journal of Systems, Informatics and Cybernetics, 5 (6), 22–27 see http://www.iiisci.org/journal/CV$/sci/pdfs/I572DJB.pdf
Moss, G. (2009). Gender, design and marketing, farnham: Gower doi: 10.1080/0267257X.2011.558390.
Stilma, M. and Vos, O. (2009). Gender based product design research: Is there an indicating difference in Product Design made by male and female design graduates; Design Principles and Practices: An International Journal, 3, 1–10