Category Archives: Publications

Publications

How to unlock human potential by merging behavioral science and AI?

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Daeun Yoo and Jaewoo Joo. 2024. BI-CST: Behavioral Science-based Creativity Support Tool for Overcoming Design Fixation.. In Designing Interactive Systems Conference (DIS Companion ’24), July 01–05, 2024, IT University of Copenhagen, Denmark. ACM, New York, NY, USA, 5 pages.

Abstract

Design Fixation refers to the tendency to adhere to pre-existing ideas, which hinders innovative design solutions. This research explores the potential of LLM-powered Creativity Support Tools, the ’Behaviorally Informed Creativity Support Tool (BI-CST),’ to facilitate ideation and combat Design Fixation using ’Behavioral Science Theory.’ BI-CST assists in redefning problems and generating new ideas by presenting experimental fndings from Behavioral Sciences that challenge users’ initial concepts, thus providing a deeper understanding of real human behaviors. We will assign three groups to diferent conditions: one designing without generative AI support, one with open-ended generative AI (e.g., ChatGPT), and one using a model trained in behavioral science. We aim to compare the originality, practicality, and general quality of the designs to assess design fxation. This study addresses design fxation through an interdisciplinary approach combining design and behavioral science, aiming to expand users’ perspectives.

Keywords

creativity support tool, human AI collaboration, behavioral science, design fixation, generative AI

… Behavioral science, a sub field of psychology, aims to understand and predict people’s behaviors through scientific methods ranging from casual observation of daily life to systematic observation to minimize the effects of biases [22, 29]. Its research includes behavioral decision theory, which shows people’s heuristics and biases in judgment [9], and builds nudges that gently alter people’s decision making processes [27]. As this field targets problem-solving by understanding people’s psychology, efforts have been made to apply theories of behavioral science in the HCI field to change users’ behavior [13, 14, 19]. However, there has been limited research on incorporating behavioral science into Creativity Support to aid design processes. We assume that the scientific causal and systematic observational results about human behavior from behavioral science can serve as a ’nudge’ to assist users in gaining more diverse perspectives. (pg. 117)

… We hypothesize that participants using a non-behaviorally informed Creativity Support Tool (CST) in Condition B are likely to reinforce their existing heuristics, which could increase their design fixation. In contrast, participants in Condition C, who will be provided with behaviorally informed guidance, are expected to adopt new heuristics that help reduce their fixation on initial ideas. Specifically, we anticipate that the outputs in Condition A and Condition B will likely exhibit medium to high originality but may have low practicality. Conversely, outputs from Condition C are expected to show medium originality but high practicality, due to the application of evidence-based creative support derived from behavioral science research. (pg. 119)

Publications

Lonely college students like human-like products

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Joo, J., & Hu, R. (2024). Wilson the volleyball in cast away: Social loneliness increases preferences for an anthropomorphic product. Archives of Design Research, 37(1), 85–101.

Abstract

Background We aim to study whether social loneliness, as a psychological variable, and social crowding, as an environmental variable, jointly influence people’s preference for an anthropomorphic product. Specifically, this study aims to test two hypotheses; whether social loneliness increases the preference for an anthropomorphic product and whether this effect is influenced by social crowding.

Methods Two experiments were conducted to test the two hypotheses. When manipulating the anthropomorphim of a product, social loneliness, and social crowding, we strictly followed the procedure of prior literature.

Results We obtained two findings. First, participants showed a stronger preference for the anthropomorphic product when they were socially lonely than when not. Second, when participants were socially crowded, their preferences for the anthropomorphic product did not increase even when they were socially lonely.

Conclusions Our findings suggest that people’s preference for an anthropomorphic product is jointly determined by social loneliness and social crowding. To make better use of anthropomorphism in product design, designers should consider both consumers’ social loneliness and stores’ social crowdedness.

Keywords:

Anthropomorphism, Product Design, Social Crowdedness, Social Loneliness

… The research demonstrates that social loneliness should not be viewed solely as a psychological issue, but can act as a pivotal factor in driving sales of anthropomorphized products. As such, marketers would benefit from focusing on consumer segments experiencing social loneliness. Additionally, incorporating anthropomorphic design and messaging into marketing communications could enhance product preference among these lonely consumers. Specifically targeting the anthropomorphic qualities of offerings to the socially lonely represents a viable strategy for boosting consumers’ attachment and sales potential. (pg. 97)

… when managers use anthropomorphism in marketing communications, they must consider both the psychological state of the target consumers and meet their needs and the social crowding of the environment. As suggested by the literature and supported by our experimental findings, the marketing of anthropomorphic products for lonely target groups should endeavor to choose less crowded social environments for publicity and promotion. This will enable consumers to easily and quickly find products that meet their belonging needs and thus promote sales and achieve good marketing effects. (pg. 97)

Publications

DEO (Design Executive Officer) differs from CEO (Chief Executive Officer)

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Lee, Y., Joo, J., & Cooper, R. (2023). Deo leadership: How design executive officers lead creative organisations in Korea. Strategic Design Research Journal, 15(3 (September-December 2022)), 318–333.

Abstract

The purpose of this study was to investigate how Design Executive Officers (DEOs) manage creative employees. It differs from prior leadership research in creative industries in three ways; it focused on DEOs, specified their influences on an organisational level, and discovered Korea-specific insights. We conducted in-depth interviews with the seven DEOs who have run their own design agencies for over ten years and hired more than 50 employees in Korea. Our thematic analysis of the 287 quotations collected revealed that 75% of the quotations fit the existing leadership framework and the remaining 25% are two unique attributes of DEO leadership: attitudes toward deeds and business growth. We further verified our thematic analysis by recruiting DEOs and conducting an online survey. Our findings contribute to the academic discussion on design-driven entrepreneurship by shedding light on the changing role of designers in the entrepreneurial landscape.

Keywords:

design driven entrepreneurship, Design Executive Officers, leadership, creative industry, thematic analysis

… More specifically, we found that DEOs differ from CEOs in two aspects: attitudes towards leadership and business growth. These two unique attributes led DEOs to manage their organisations at a strategic level. While we aimed to understand the two unique attributes, we found several interesting behaviours of the DEOs who run their own Small- Medium Enterprises in Korea. For instance, they often emphasized a collective culture to overcome a lack of autonomy in their projects, answer demanding requests from clients, and deliver more than what clients requested, all of which was mainly driven by a hierarchical relationship between clients and agencies. (pp. 329-330)

… We want to highlight that our findings clearly demonstrate that designers shift their roles in the entrepreneurial landscape. Differently from prior work focusing exclusively on design tasks (Lima & Sangiorgi, 2018; Maciver, 2016; Nam & Jung, 2008) or design activities (Giudice & Ireland, 2013; Gloppen, 2009; Jevnaker, 2000), our findings shed light on how DEOs go beyond design to manage employees and address complex problems creatively. Indeed, the roles of CEOs in design companies described in the prior research are limited to supporters. They encouraged designers to concentrate on design tasks, made decisions beyond styling on behalf of designers, or shared the value of design with other employees or customers (Song & Chung, 2008). However, we found that DEOs played active roles in their organisations. (pg. 330)

Publications

Orderly spaces can promote impulse buying

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Shi, Y., & Joo, J. (2023). Effect of space order on impulse buying: Moderated by self-construal. Behavioral Sciences, 13 (8), 638.

Abstract:

Objective: Impulse buying is a recognized phenomenon as consumers have abundant shopping opportunities. We investigate whether orderly space encourages consumers to buy impulsively and whether this relationship is moderated by self-construal. Specifically, we hypothesize that consumers show greater impulse buying intentions when space is orderly than disorderly. We also hypothesize that when interdependent self-construal is primed, the effect of orderly space on consumers’ increased impulse buying intentions will be attenuated. Background: Our hypotheses are based on the research about emotions that consumers experience while they shop in a retail store. When the store is orderly, consumers experience pleasure. In contrast, disorganized shelves, unsorted merchandise, and messy clothing racks evoke negative emotions. A recent study shows consumers’ positive emotional responses to a retail environment result in heightened impulse buying. Methods: Two experiments were carried out to test the two hypotheses. Experiment 1 employed a 2 (space order: orderly vs. disorderly) between-subjects design. Participants randomly received one of the two store images and were asked to indicate their impulse-buying intentions. Experiment 2 employed a 2 (space order: orderly vs. disorderly) × 2 (self-construal: independent vs. interdependent) between-subjects design. Participants were randomly given one of the two store images and one of the two self-construal priming tasks to measure their impulse buying intentions. Results: As hypothesized, Experiment 1 demonstrated that participants exerted stronger impulse-buying intentions in an orderly space. Experiment 2 also showed that when participants were primed by inter- dependent self-construal, their impulse buying intentions did not differ, regardless of whether the space was orderly. Implications: Our findings provide insights for offline store managers. To nudge visitors to buy impulsively, managers should organize their spaces orderly. However, the effect of space order on consumers’ impulse buying will disappear when consumers’ interdependent self-construal is activated. Our findings contribute to the academic research into the factors that lead consumers to buy impulsively.

Keywords

impulse buying, space order, self-construal, off-line store, sales

Publications

People choose an aesthetic pen when exposed to a sexual image

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Geng, L., & Joo, J. (2023). A sexual photo and a dolphin shaped pen: Effect of visceral state on hedonic choice. Actas de Diseno, 18(43), 245–249.

Abstract

We investigate whether visceral state and temporal distance influenced their choice between a hedonic and a utilitarian product. We hypothesize that consumers are more likely to choose a hedonic product when they are hot (e.g., hungry or sexually driven) than when they are cold (e.g., not hungry or not sexually driven). We further hypothesize that the effect of visceral state on hedonic-utilitarian choice is moderated by temporal distance; hot-cold choice difference disappears when consumers make a choice in the distant future. Our two hypotheses were supported by two experiments. We discuss academic contributions and managerial implications of our findings.

Keywords

Visceral state, hedonic, utilitarian, temporal distance

Publications

AI needs support from people to make good logos, thankfully

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Bertao, R. A., Yeoun, M., and Joo, J. (2023), A blind spot in AI-powered logo makers: visual design principles, Visual Communication.

Abstract

Artificial intelligence is already embedded in several digital tools used across design disciplines. Although it offers advantages in automating and facilitating design tasks, this technology has constraints to empowering practitioners. AI systems steadily incorporate machine learning to deliver meaningful designs but fail in critical dimensions such as creativity. Moreover, the intensive use of AI features to provide a design solution – so-called AI design – challenges the boundaries of the design field and designers’ roles. AI-powered logo makers exemplify a horizon where non-designers can access design tools to create a personal or business visual identity. However, in the current context, these online businesses are limited to randomize layout solutions lacking the visual properties a logo requires. This article reports mixed-method research focusing on AI-powered logo makers’ processes and outcomes. We investigated their capability to deliver consistent logo designs and to what extent their algorithms address logo design principles. Initially, our study identified representative visual principles in logo design-related literature. After probing AI-powered logo makers’ features that enable logo creation, we conducted an exploratory experiment to obtain solutions. Finally, we invited logo design experts to evaluate whether three visual principles (proportion, balance and unity) were incorporated into the layouts. The assessment’s results suggest that these AI design tools must calibrate the algorithms to provide solutions that meet expected logo design standards. Even focusing on a particular AI tool and a few visual principles, our research contributes to initial directions for developing algorithms that embody the complex aspects of visual design syntax.

Keywords

AI-powered logo maker, logo design, visual design principles, AI design, artificial intelligence

Publications

Design thinking can inspire engineers, if customized as a corporate training program

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Rebecca Ackermann wrote “Design thinking was supposed to fix the world. Where did it go wrong? An approach that promised to democratize design may have done the opposite.” In this MIT Technology Review article, she claimed that design thinking disappointed us.

But in recent years, for a number of reasons, the shine of design thinking has been wearing off. Critics have argued that its short-term focus on novel and naive ideas has resulted in unrealistic and ungrounded recommendations. And they have maintained that by centering designers—mainly practitioners of corporate design within agencies—it has reinforced existing inequities rather than challenging them.  

Although design thinking *process* rarely produces market-shaking products, design thinking *training* shakes the way people think. When carefully customized, it encourages engineers to be customer-centric and think outside the box. More details about how LG Academy customized a design thinking training is available upon request.
Figure 1 The overall structure and time allocation of the d.school’s design thinking training program

Bertao, R. A., Jung, C. H, Chung, J., and Joo, J. (2023), Design thinking: a customized blueprint to train R & D personnnel in creative problem solving., Thinking Skills and Creativity, 48, 101253.

Abstract

Organizations have sought to adopt design thinking aiming at innovation. However, implementing such a creative problem-solving approach based on designers’ mindsets and practices requires the navigation of obstacles. Corporate structure and culture hinder the adoption course, and cognitive barriers affect non-designer engagement. In this regard, training has been used as a means of easing the process. Although considered a crucial step in design thinking implementation, research on training initiatives is scarce in the literature. Most studies mirror that about d.school boot camp and innovative programs developed by companies globally remain unknown. This practice-oriented paper investigates a training blueprint tailored for LG Corporation in South Korea, targeting R & D personnel working in several affiliates that needed creative problem-solving skills to improve business performance. The study findings unveil a customized initiative that expanded the established boot camp model by adding preceding activities to increase learning opportunities and enable empathetic observation. Fundamentally, the customization strategy aimed to provide participants with customer-oriented tools to solve business problems. In addition, the training program reframed the design thinking steps in order to make it relevant for employees and foster corporate implementation goals. Ultimately, this case study supplies literature describing a training blueprint to disseminate design thinking considering two dimensions: individual adoption and organizational implementation challenges.

Keywords

design thinking, creative problem-solving, boot camp, training, customer orientation

Figure 2. The overall structure and time allocation of the LG Academy’s design thinking training program
Figure 3. Structure and process of the LG Academy’s design thinking pre-boot camp
Table 5 The LG Academy’s training blueprint
Publications

I pay more because this is my game

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Li, Y., & Joo, J. (2023). The mediating effect of psychological ownership on the relationship between value co-creation and the in-app purchasing intention of mobile games players. Behavioral Sciences, 13 (3), 205.

Abstract

In previous research on in-app purchasing, one of the revenue sources for mobile games focuses on users’ unilateral relationships, such as their achievement, loyalty, and perception. However, little has been discussed about the commercial impact of the bilateral relationship. We extend discussions by examining an unprecedented issue, that is, the role of the bilateral relationships between users and mobile game companies in increasing in-app purchasing intention. We borrow from the business literature and psychology to hypothesize that when mobile game users co-create value with a mobile game company, their psychological ownership of the mobile game increases, which in turn increases their in-app purchasing intentions. To test this hypothesis, we conducted a carefully designed study by recruiting eighty-six Chinese game users. Half of the participants were exposed to an imaginary mobile game whose interface allowed them to co-create value with the mobile game company and the other half were exposed to an identical mobile game whose interface did not. We recruited participants from the two online platforms in which Chinese mobile game players gather—Weibo and WeChat Moment. Using SPSS 26, we conducted an independent samples test to test the effect of value co-creation and employed Hayes Model 4 to test whether psychological ownership mediated the relationship between value co-creation and in-app purchasing intention. We found that (1) when participants were allowed to co-create value, their in-app purchasing intentions increased, and (2) the relationship between value co-creation and in-app purchasing intention was mediated by psychological ownership. Our findings provide fresh insights for mobile game designers and marketers.

Keywords

value co-creation; psychological ownership; in-app purchasing; mobile game

Publications

Design brief helps advisors help business people working with designers

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Bertao, R. A., Brum, A. L. D. S., & Joo, J. (2023) The design brief as a pivotal tool: A study of Centro Brasil Design’s practices to promote design, The Design Journal, 26 (2), 188-209. 

Abstract

In the early stages of the design and innovation processes, stakeholders often develop a design brief. As a document gathering all design requirements, it is adopted as an agreement and a roadmap to facilitate communication throughout the project. This study expands the current literature about design brief tools by delving into the briefing process within design interventions conducted by design promotion organisations. We investigated the strategies and practices of Centro Brasil Design to nurture design among Brazilian enterprises. Particularly, we focused on its Design Export program, which aims to insert design in export-oriented businesses. Supported by the Design Quality Criteria framework, our study probed the program’s development and its design briefs, as well as the designers involved in the projects. The findings revealed how a design brief could lever the design advisory service. We further identified a new approach to briefing procedures and a design brief model for design interventions.

Keywords

Design brief, briefing, Design Quality Criteria, Centro Brasil Design, design promotion

Publications

How to write and when to send traffic-boosting mobile coupons?

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Chu, W., & Joo, J. (2024). Targeting effectiveness of mobile coupons: from exposure to purchase. Journal of Marketing Analytics, 12, 342-354.

Abstract

This research examines the effectiveness of traffic-boosting mobile coupons through a randomized field experiment of over half a million South Korean consumers. The research question analyzes the effectiveness of the content (six message types) and context (three days out of the week for coupon distribution) of mobile coupons on response-to-coupon, store visits, and purchase amount for a health and beauty retail chain. Big data on individual customers, gathered from a field experiment, was analyzed through bivariate probit, mediation analysis, and tobit regression. The results show that message content affects store visits, which was fully mediated through response-to-coupon. In particular, messages that “made the amount of discount salient” and “formed a personal connection” were more effective than other messages. In terms of context, messages sent during the weekdays were more effective in increasing store visit, than those sent during the weekend.

Keywords

Mobile promotion · Mobile coupon · Message content · Message context · Coupon distribution · Field experiment

Acknowledgements

We would like to express our deep gratitude to Hyojung Kim, Sul Namgoong, and Joongjae Lee at Shinhan Card for their assistance with the collection of our data.

Please see the case study in Korean language here