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Developing an emotional design predictor for brand loyalty: an introductory research on interrelationship between brand loyalty and emotion, brand loyalty and culture

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The aim of this study is to conduct the empirical tests on consumer's emotional responses of product design and the relationship between emotion and consumer's attitudinal loyalty to identify if there exists potential relationship links between these two factors together by following certain regulation. This study also seeks to compare…

The aim of this study is to conduct the empirical tests on consumer's emotional responses of product design and the relationship between emotion and consumer's attitudinal loyalty to identify if there exists potential relationship links between these two factors together by following certain regulation. This study also seeks to compare Brand Loyalty of Apple products across two different cultures - China and US to see if there are any differences regarding their brand loyalty construction and expression. The emotional responses on product design were also studied in order to reveal potential emotional design issues between the two different cultures. Results of this study show that: (1) Brand loyalty strengthens a consumer's emotion bond with a targeted brand through its product carrier. Emotion is seen as a predictor for brand loyalty based on consumer proportionality and conformity of expression. (2) Cognitive experience is not necessary nor a sufficient condition to build brand loyalty. Emotion and culture will be crucial in constructing brand loyalty without cognition. Cultural differences will affect brand loyalty, especially regarding attitudinal loyalty. (3) Different cultures share different ways of emotional expression. Based on the scope, limitations, and results of this research, Chinese consumers appear to be more sensitive in their emotional feelings of the iPad's design than American consumers.
ContributorsQu, Yonghao (Author) / Takamura, John (Thesis advisor) / Shin, Dosun (Committee member) / Branaghan, Russell (Committee member) / Arizona State University (Publisher)
Created2012
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Food Safety and Quality: A User Research for Shopper Insights Into Food Traceability Information Provided at Grocery Stores With a Focus on Produce

Description
Food safety incidents have constantly hit society and threatened human health. Hundreds of millions of people become sick after eating contaminated food every year. As the problem continues to emerge, consumers must take action to avoid purchasing risky food products. As one of the solutions, food traceability systems have been…

Food safety incidents have constantly hit society and threatened human health. Hundreds of millions of people become sick after eating contaminated food every year. As the problem continues to emerge, consumers must take action to avoid purchasing risky food products. As one of the solutions, food traceability systems have been developed rapidly in many countries in recent years. More food products can now be provided with traceability information to assist consumers in making purchase decisions. To design services for grocery shoppers to access food information from food traceability systems possibly through modern technologies, this transdisciplinary user research study investigated shopper insights into food traceability information on produce provided at grocery stores, with a fusion of ideas from the disciplines of design and consumer behaviors. Through literature reviews, an online survey study, and an online interview study, this research revealed a series of shopper insights concerning (1) shoppers’ knowledge about food traceability information, (2) shoppers’ behaviors and motivations for using traceability information on produce, (3) shoppers’ perceptions towards providing traceability information on produce to them at grocery stores, (4) shoppers’ perceived important traceability information on produce, (5) shoppers’ behavior intentions of using specific ways to access traceability information on produce, and (6) shoppers’ thresholds to pay for traceability information on produce. Based on the results, this study identified design opportunities for the features, components, and mediums of the service design of future food traceability systems.
ContributorsWang, Anne (Author) / Takamura, John (Thesis advisor) / Fehler, Michelle (Committee member) / Grebitus, Carola (Committee member) / Arizona State University (Publisher)
Created2022