Professional design, user design, or AI design? The psychological mechanism of the source of design effect

Subjects: Psychology >> Applied Psychology Subjects: Management Science >> Enterprise Management submitted time 2024-01-28

Wu Bo Zhang Aojie Cao Fei

Abstract： The source of design effect is defined as the manner in which the source information of a firm’s product design affects consumer product preferences and corporate attitudes. Currently, there are three major sources: professional designers, users, and AI, each exerts either positive or negative influences on consumer preferences through different psychological mechanisms. The source of professional design influences consumer preferences through the perceived competence of expert designers, whereas the source of user design influences consumer preferences through the perceived capabilities of users, empowerment and the psychological distance between users and brands. Furthermore, the source of AI design influences consumer preferences by virtue of the value and information offered by products designed using AI. It is noteworthy that, the source of design effect is moderated by consumer individual differences, product characteristics and the openness of a firm’s design policy. Future research should delve deeper into consumer reactions to mixed design sources as well as the psychological mechanisms and boundary conditions of the source of design effect.
 

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