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ISSN : 1229-8778
This study founded how typicality and harmony, two main aesthetic principles of product design provoke a variety of psychological consumer responses such as emotion reaction, product functional appraisal and product preference. Especially, this study classified four different emotions such as joy, stability, anxiety and boredom according to two dimensions such as emotional valence and arousal, and this study focused on how typicality and harmony influence on each dimension. The results show as follows; firstly, the higher level of typicality of product design, the more experienced in low arousal level emotions (stability and boredom), on the other hand, less experienced in high arousal level emotions (joy and anxiety). Secondly, the higher level of harmony of product design, the more experienced in low arousal level emotions (stability and boredom), on the other hand, less experienced in high arousal level emotions (anxiety). Thirdly, product functional appraisal reasoning out product performance from product design confirmed the static relationship between the design principles and cognitive appraisal; the higher the levels of typicality and harmony, the better the product appears. Lastly, only harmony of product design has a significant static influence on the product preference. This study was performed in the systematic and empirical methodology in handling typicality and harmony principles and can help extend our understanding of consumer emotion responses, product functional appraisal and product preference.
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