Innovation is Appreciated When We Feel Safe: On the Situational Dependence of the Appreciation of Innovation

Faculty/Professorship: General Psychology and Methodology  
Author(s): Carbon, Claus-Christian  ; Faerber, Stella J.; Gerger, Gernot; Forster, Michael; Leder, Helmut
Title of the Journal: International journal of design
ISSN: 1994-036X
Publisher Information: Taipei, Taiwan
Year of publication: 2013
Volume: 7
Issue: 2
Pages: 43-51 ; Illustrationen, Diagramme
Language(s): English
Appreciation of innovative goods requires the fulfilment of several pre-conditions, e.g., before we can admire an innovative design
we must have cognitively elaborated it. In the present study, we focused on situational context as one factor affecting appreciation of
innovations. In order to demonstrate that evaluation of innovation for the appreciation of consumer products is sensitive to situational
demands we studied the selective activation of fascinating facets versus threatening or even dangerous aspects of innovation. We varied
the specific direction of elaboration towards potentially fascinating or dangerous aspects of car designs that differed in their degree of
innovativeness. Participants showed specific appreciation for highly innovative designs only if they had elaborated the material on the
basis of scales associated with the more fascinating aspects of their stimuli. A repetition after a week revealed that participants recalibrate
to the appreciative norms with which they started, but that they showed the same dissociate pattern of results after having elaborated
the material again. The findings underline the adaptive function of aesthetically-based evaluations strongly depending on the situational
context in which they are evaluated.
Keywords: Context Dependence, Design Evaluation, Empirical Aesthetics, Innovation, Preference, Situated Cognition
Type: Article
Year of publication: 31. October 2013