Tüketici Neotenisinin Ürün Tasarımının Değerlendirilmesine Etkisi
The Influence of Consumer Neoteny on Product Design Evaluation

Author(s): Mustafa Bilgehan Kutlu
Subject(s): Psychology, Sociology, Socio-Economic Research
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: product design; Psychological neoteny;
Summary/Abstract: Children's products, which in the past were primarily made for kids and teenagers, are now also popular among adults. Psychological neoteny relates to the continuation of childhood behaviors into maturity. The goal of this study is to investigate the link between consumer neoteny and consumers' assessment of anthropomorphic product design. In order to accomplish research objectives, a cross-sectional research approach is utilized. An online survey is administered to a convenience sample of 728 university students as part of the study. Consumer neoteny is shown to be a four-dimensional construct (stimulus seeking, reality conflict, escapism, control of aggression) as a consequence of exploratory and confirmatory factor analysis. It is seen that effects of sub-dimensions of consumer neoteny on anthropomorphic product design evaluation vary. Stimulus seeking and escapism dimensions are positively associated with childlike product design. On the other hand, when the level of reality conflict increases, consumers evaluate anthropomorphic product design more negatively. The control of aggression dimension has no effect on product design assessment. This study is thought to be one of the earliest studies on consumer neoteny in Turkey. In addition, the study contributes to the literature by showing the relationship between consumer neoteny and consumers' evaluation of product design.

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