Tag Archives: Brunswik

Foreigners form impressions instantly about countries

At a downtown subway station in Berlin, Germany, I was surprised by that vending machines are often covered by steel cages. According to my German friend, this is because the machines could be damaged by drunken people at night. Instantly, I formed an impression that Germany is not safe. I assume that juvenile vandalism, an action involving deliberate destruction of or damage to public or private property, is popular in this country. 

Then, a few days later, I encountered a public book shelf. At a market in Frankfurt, people freely opened the window and picked up books. At this moment, I instantly corrected my impression; I came to realize that Germany is safe.

We often use trivial cues to quickly form impressions about cities and countries. A steel cage led me to think Germany is dangerous for tourists. However, as Brunswik suggested in his Les Model research, the first impression fails to reflect the truth. A book shelf changed my viewpoint about Germany.

I expect same things happen to foreignersd who come to Asian countries. When Europeans come, they use trivial cues to form an impression and use other cues to correct it. Learning takes time to correctly understand new cities, countries, and culture.

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Reference  

Brunswik, E. (1955). Representative design and probabilistic theory in a functional psychologyPsychological Review, 62(3), 193-217.

This is the core or basic paper in a symposium on the probability approach in psychology. The paper expands on earlier contentions of this author that the environment to which an organism must adjust is semi erratic and that therefore all functional psychology is inherently probabilistic, demanding a representative research design of its own, and leading to a special type of high-complexity, descriptive theory. “The expansions beyond the earlier publications… concern mainly the use of a behavioral example… ; the brief consideration of such semi representative policies as ‘canvassing’; certain comparisons with factorial design and the analysis of variance, as well as with non-functionalistic uses of probability in psychology; and a discussion of actual and potential applications to the clinical-social area and to related domains.”

 

 

 

An answer why designers get a seat at the CEO table

 

Woowa brothers… This company (Woowa Brothers (woowa is Korean for “elegance”) developed a mobile application (app) for food delivery services in 2010. Interestingly, the CEO of this company was trained as a designer and worked as a designer for several Web consultancies and an Internet search-engine company… Woowa Brothers achieved 77.3% brand awareness at a total cost of $74,000, whereas similar services spent approximately $4 million and only reached 38.8%. This app achieved 10 million downloads for the first time in the Korean app history. Goldman Sachs decided to invest 40 billion Korean won (U.S. $33.1 million) into the company in 2014.

 

Woowa Brothers(1)… We collected leadership cues from two parties, the CEO and employees, and then mapped them onto Brunswik’s Lens Model, a psychological framework often used in Social Judgment Theory. Our newly adopted research framework helps us better understand the designer’s unique leadership style; unlike non-design business CEOs, the design CEO or DEO (Design Executive Officer) used a wide variety of visual cues… the DEO tacitly communicates visual (tangible) cues with employees for reward and authorization. In particular, the DEO is good at incorporating a tangible benefit and infusing a live and vivid characteristic into an environment. We found that the DEO utilizes visual cues effectively when communicating leadership.

 

Decision support tool for collaborative concept evaluation

Although concept evaluation has attracted much attention, collaborative concept evaluation has received minimal attention. In this work, we identify problems and propose solutions regarding collaborative concept evaluation. First, we reviewed past projects and interviewed evaluators with international design experiences to conclude that concept evaluation criteria are not established but constructed. Second, we apply the psychology of Brunswik’s Lens model to propose that providing multiple concept aspects improve collaborative concept evaluation. Three experimental studies demonstrate that our proposed Concept Aspect Profile (CAP) model (1) is superior to existing concept evaluation models, (2) differentiates between breakthrough new product concepts and incremental new product concepts, and (3) increases the likelihood that a concept receives the Industrial Design Excellence Award (IDEA). This work contributes to marketing research of concept evaluation as well as provides implication for designers.