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Esi Abbam Elliot

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enhance representations of product pleasure? ... Pleasure in products ... c) Metaphors, pleasure, culture and consumer co-creation (Huang and Deng 2008) ... – PowerPoint PPT presentation

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Title: Esi Abbam Elliot


1
Cultural Metaphors and enhancement of Product
Pleasure
  • Esi Abbam Elliot
  • Fall, 2008

2
RESEARCH QUESTION
  • Consumers are looking for more pleasure in
    products
  • (Paul Hekkert, 2002)
  • How do cultural metaphors embedded in products
  • enhance representations of product pleasure?
  • Culture is the shared beliefs mediated by and
    constituted by symbols and language of a group or
    society (Zald, 1996).
  • Metaphors are an evocation of inner associations
    among things (Jones 1982).
  • Cultural metaphors are associations that
  • convey shared beliefs and understandings
  • of a particular group or society.

3
Pleasure in products
  • Jordan (1997) classified pleasure-seeking of
    consumers into four categories Physio-pleasure
    (pleasure from sensory impressions of sight,
    smell, hearing, touch and taste), social-pleasure
    (social relationships and communication that a
    product enables), psycho-pleasure (pleasure felt
    when a product helps the user to establish a
    task) and ideo-pleasure (pleasure derived from
    values that a product and its use represent).

4
RELEVANCE TO ART AND DESIGN KNOWLEDGE
Pleasure- seeking Metaphors
Pleasure-dimension Pleasure experience
objectification
Desires
Product Design
idealistic ideologies
Physio-pleasure
Metaphors and intervening affect response system
Fantasies
Psycho-pleasure
communitas
Ideo-pleasure
Hopes
Social-pleasure
mystery
Dreams
Ecstasy and flow
?
myth
?
commitment
5
Theoretical foundations
  • a) Metaphors and pleasure (Forlizzi et al
    2003) metaphors influencing form, shape, color,
    materials, graphic and texts of products
  • b) Metaphors, pleasure and culture (Lin
    2007) Matching product image to customer image
  • c) Metaphors, pleasure, culture and consumer
    co-creation (Huang and Deng 2008)
  • d) Culturally differentiated metaphors
    (McCracken, Grant 1986)
  • e) Culture specific metaphors (Ekinci et al
    2006)

6
Global consumer merchants (Artisans) as
co-creators
7
Overall Model

Culturally informed products
Pleasurable designs
Non-pleasurable designs
1. Ideo-pleasure 2. Physio-pleasure 3.
Social-pleasure 4. Psycho-pleasure 5.
Super-ordinate pleasure 6. Spiritual pleasure
Non-culturally informed products
8
Examples of cultural metaphors in products
a) Vitality metaphors
(physio-pleasure) in African Textiles
My artwork represents life all its abundance and
energy depicted through the vividness and
contrast of colors.
b) Elegance metaphor (Psycho-pleasure) in Mexican
lowrider cars My artwork depicts machine
beauty and focuses on functionality as well
as quality and durability
9
Examples of cultural metaphors in products
  • c) Identity metaphors (Super-ordinate pleasure)
    in American Place dolls
  • I model my culture in the products I
    create that is who I am and how I express
    myself
  • d) Magical metaphors (Spiritual pleasure) in
    African geometric forms
  • The geometric symbols represent cosmic
    association shown in
  • in colors, textures and themes

10
METHODOLOGY
  • Phenomenological interviews with artists
  • from Mexican, African and American cultures
    (effective to studying experiential themes in
    consumer behavior (Fournier, 1998,) since it
    provides the emic or informants perspective
    rather than the researcher expectations
    (Polkinghorne, 1989).
  • Observations (Videography) of three shops or
    locations from American, African and Mexican
    cultures offering African textiles, Mexican
    Lowrider cars and American products with
    anthropomorphic forms.

11
Analysis and Evidence
  • Cluster analysis and affinity diagramming
  • Mnemonic devices that will enable the comparison
    of data notes will also be used Internal states,
    behaviors, culturally differentiated metaphors
    and culture specific metaphors (texture, color,
    shape, form)
  • This provides categories of key themes and
    classifies the cultural metaphors that have
    resulted in the various pleasure dimensions and
    the customers responses to it.
  • Positive relationship between cultural
    metaphors, product innovativeness and consumer
    pleasure in different cultural contexts.
  • African artisans are strong in provision of
    vitality metaphors, Mexican artists are strong in
    the provision of communitas metaphors and
    American artisans are strong in the provision of
    elegance metaphors.

12
QUALIFICATIONS FOR RESEARCH
  • Product Development Manager in two international
    banks for four years.
  • Taken research methods in Art and design course.
  • Taken Ph.D. courses in New product development
    and innovation
  • Lecturer in Global Marketing
  • Creative person with international exposure in
    Asia, Africa, Europe and U.S.

13
CONTRIBUTION TO ART AND DESIGN KNOWLEDGE
  • Culture as a resource for product design
  • Consumer imagination as a resource for product
    design
  • A blend of cross-cultural metaphors to enhance
    elegance and novelty in product design
  • Cultural metaphors used to take advantage of
    product opportunities in the global market.
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