Measuring consumer perception of product creativity: Impact on satisfaction and purchasability

Concepts and technologies are disclosed herein for explorable augmented reality displays. An augmented reality service can receive a request for augmented reality display data. The request can be associated with a device. The augmented reality service can determine a location associated with the device and identify augmented reality data associated with the location. The augmented reality service can provide augmented reality display data to the device.

Presented herein are techniques for detecting cyber-attacks with sonification. A method includes obtaining, at a network security analysis device, a set of features extracted from one or more network traffic flows between a given host in a network and a domain. The set of features are converted to an acoustical waveform representative of the set of features. Audio patterns are detected in the acoustical waveform using acoustical fingerprints and a cyber-attack is identified in the network by identifying an anomalous sequence of the audio patterns.

In the current value‐based economy, organizations compete to match customer needs and requirements by adding various types of value to products or programs. One example of this added value is product creativity, which is defined as the originality and appropriateness of a product that elicits a positive affect compatible with the consumer or judge. In this article, the authors review current research on creativity, product development, and consumer behavior and reappraise the current tools to measure product creativity. The overall conclusion of this review and reappraisal is that whereas product creativity shows relevance to consumer behavior, a more detailed model of product creativity and measurement tool needs to be developed and validated before fully understanding the impact of product creativity on consumer attitudes and purchase intentions.

In the current value-based economy, product creativity is a potential resource for organizations to compete, thus emphasizing the need for product creativity measurement. Two studies were performed to refine and validate a previously tested model and measurement of consumer perception of product creativity: one with web-based evaluations (N = 208) of chairs and lamps and one with paper-based evaluations (N = 105) of individually selected products. Results of exploratory factor analyses indicated three main product creativity factors: Affect, Importance, and Novelty, which explained 72% of the common variance. Results of stepwise regressions indicated that the Affect factor significantly predicts (65% of the explained variance) willingness to purchase creative consumer products. One major contribution of this research is the finding that affect is as equally (R2 = .28) important as novelty (R2 = .25) in consumer perception of product creativity. Theoretical and practical implications are discussed for the Affect, Importance, and Novelty product creativity factors, and general creativity guidelines are provided for consumer product design.

This study investigates the composition of product creativity by examining elements of consumer products from the consumer's perspective. This study presents a conceptual model of product creativity assessment within the context of the information processing model. A product creativity survey of 52 items, based on the Creative Product Analysis Matrix and the literature findings, was completed by 205 university students. Results of an exploratory and confirmatory factor analysis indicated six main product creativity dimensions and the percentages of the total variance accounted for by each dimension, which are: resolution (27%); emotion (9%); centrality (8%); importance (8%); desire (7%); and novelty (6%). Results of a stepwise regression indicated that these three product creativity dimensions (centrality, importance and desire) significantly predict customer satisfaction (40% of the explained variance) and purchasability (33% of the explained variance) of creative products. The study concludes with related implications to enhancing product creativity.