An Investigation on the Inconsistency of Consumer Preferences for Product Appearance: A Case Study of Residential Solar Panels
Author(s)
Ferik, Sami El; Shaukat, Mian Mobeen; Bao, Qifang; Yang, Maria C.
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The importance of the appearance of consumer products is widely understood. This paper considers an evaluation of the appearance of a technology-oriented product, the residential solar panel, from the perspective of individuals. This study uses a quantitative approach, visual conjoint analysis, to determine preferences for product appearance of solar panels, and further explores how presenting a solar panel in its context of use can influence the consistency of consumer preferences. Approximately 200 survey respondents were shown two kinds of images of solar panels, one of a standalone panel and the other of a panel installed on a roof. Results show a significant shift of preferences when first showing the non-contextualized image and then showing the contextualized image. Such preference inconsistency provides insights with which to inform the process of user-needs revealing.
Date issued
2014-08Department
Massachusetts Institute of Technology. Department of Mechanical Engineering; Massachusetts Institute of Technology. Institute for Data, Systems, and SocietyJournal
Volume 7: 2nd Biennial International Conference on Dynamics for Design; 26th International Conference on Design Theory and Methodology
Publisher
ASME International
Citation
Bao, Qifang, Sami El Ferik, Mian Mobeen Shaukat, and Maria C. Yang. “An Investigation on the Inconsistency of Consumer Preferences for Product Appearance: A Case Study of Residential Solar Panels.” Volume 7: 2nd Biennial International Conference on Dynamics for Design; 26th International Conference on Design Theory and Methodology (August 17, 2014).
Version: Final published version
ISBN
978-0-7918-4640-7