Tag Archives: design

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How consumers create greenwashing

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I was recently invited by Shelley Takahashi, Professor of Industrial Design at California State University Long Beach, to speak to junior students about sustainability.

During this opportunity, I shared my research on green consumption conducted with Bohee Jung (Jung & Joo, 2021). We borrowed the concept of choice–preference inconsistency from consumer behavior research to test whether consumers over-choose green options even when they do not evaluate them highly.

We found that while 76% chose the green option, only 49% actually rated it more favorably. A similar gap can be seen in real-world cases like the hype around Starbucks plastic reusable cups. Although companies are often accused of greenwashing, consumers themselves contribute by over-choosing green products they do not fully use.

Photo: Nicole Jolliff

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Reference

Jung, B., & Joo, J. (2021). Blind Obedience to Environmental Friendliness: The Goal Will Set Us Free. Sustainability, 13(21), 12322.

In the past, researchers focusing on environmentally friendly consumption have devoted attention to the intention–action gap, suggesting that consumers have positive attitudes toward an environmentally friendly product even though they are not willing to buy it. In the present study, we borrow insights from the behavioral decision making literature on preference reversal to introduce an opposite phenomenon—that is, consumers buying an environmentally friendly product even though they do not evaluate it highly. We further rely on the research on goals to hypothesize that choice–evaluation discrepancies disappear when consumers pursue an environmentally friendly goal. A two (Mode: Choice vs. Evaluation) by three (Goal: Control vs. Quality vs. Environmentally friendly) between-subjects experimental design was used to test the proposed hypotheses. Our findings obtained from 165 undergraduate students in Korea showed that, first, 76% of the participants chose an environmentally friendly cosmetic product whereas only 49% of the participants ranked it higher than a competing product, and, second, when participants read the sentence “You are now buying one of the two compact foundations in order to minimize the waste of buying new foundations,” the discrepancy disappeared (64% vs. 55%). Our experimental findings advance academic discussions of green consumption and the choice–evaluation discrepancy and have practical implications for eco-friendly marketing.

Cases

Broken windows theory: How to motivate citizens to keep their neighborhood clean

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The broken windows theory, introduced by James Q. Wilson and George L. Kelling in 1982, suggests that visible signs of disorder and misbehavior in an environment encourage further disorder and misbehavior, leading to serious crimes. A classic example is a building with a few broken windows. If left unrepaired, vandals are likely to break more windows, potentially leading to more serious property damage.

During a recent trip to Istanbul, Turkiye, I observed this theory in action through a series of urban landscapes. The following image illustrates the problem. An outside trash and garbage collection area was exposed in a busy commercial district.

In contrast, the following three images demonstrate clever solutions, showcasing how to apply the broken windows theory in urban planning. In the first two images, the trash and garbage collection area was enclosed by an artificial ivy hedge to minimize its visibility from pedestrians. In the last image, the back side of a series of market stalls was enclosed by the decorative wall.

Hiding trash and garbage collection areas may not be a permanent solution. However, doing so will motivate citizens to keep their cities clean. By investing in public spaces, urban planners create environments that naturally deter crime and foster community well-being.

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Reference

Kelling, G. L., & Wilson, J. Q. (1982). Broken windows. Atlantic monthly, 249(3), 29-38.

In the mid-1970s The State of New Jersey announced a “Safe and Clean Neighborhoods Program,” designed to improve the quality of community life in twenty-eight cities. As part of that program, the state provided money to help cities take police officers out of their patrol cars and assign them to walking beats. The governor and other state officials were enthusiastic about using foot patrol as a way of cutting crime, but many police chiefs were skeptical. Foot patrol, in their eyes, had been pretty much discredited. It reduced the mobility of the police, who thus had difficulty responding to citizen calls for service, and it weakened headquarters control over patrol officers…

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Interpret Voice of the Customer (VoC) from a customer’s perspective

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I was recently invited by Professor Aguinaldo Santos to give a lecture to his design students at Universidade Federal do Paraná (UFPR). In this lecture, I introduced my collaborative project experience with a team of Digital Appliance (DA) Business Divisionan at Samsung Electronics. They develope washers, dryers, and refrigerators, to name a few.

The team members were familiar with the VoC (Voice of the Customer), which is defined as “a hierarchical set of “customer needs” where each need (or set of needs) has assigned to it a priority which indicates its importance to the customer (Griffin and Hauser 1993, p. 2).” They collected tons of feedback and expectations about their products.

Although their effort in comprehensively collecting VoC was impressive, the way they interpret VoC was not rigorous sufficiently. They could not help but rely on intuition or expertise, interpreting VoC in a biased way.

To debias VoC interpretation, we employed the Goal Systems Theory. Since this theory illustrates why people behave in such a way (e.g., I choose rucola because I want to lose 10 pounds), it enabled them to understand VoC from the writer’s viewpoint.

Then, we developed a guideline about how to interpret VoC from a customer’s perspecitve, and examined its effectiveness by testing 3,500 VoC. One lesson we have learned is that frequently reported VoC was not always the right source of innovation. Instead, the VoC connected with an important goal, though not frequently reported, pointed to the right direction.

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Reference 1

Griffin, A., & Hauser, J. R. (1993). The Voice of the Customer. Marketing Science, 12(1), 1–27.

In recent years, many U.S. and Japanese firms have adopted Quality Function Deployment (QFD). QFD is a total-quality-management process in which the “voice of the customer” is deployed throughout the R&D, engineering, and manufacturing stages of product development. For example, in the first “house” of QFD, customer needs are linked to design attributes thus encouraging the joint consideration of marketing issues and engineering issues. This paper focuses on the “Voice-of-the-Customer’ component of QFD, that is, the tasks of identifying customer needs, structuring customer needs, and providing priorities for customer needs. In the identification stage, we address the questions of ( 1 ) how many customers need be interviewed, (2) how many analysts need to read the transcripts, (3) how many customer needs do we miss, and (4) are focus groups or one-on-one interviews superior? In the structuring stage the customer needs are arrayed into a hierarchy of primary, secondary, and tertiary needs. We compare group consensus (affinity) charts, a technique which accounts for most industry applications, with a technique based on customer-sort data. In the stage which provides priorities we present new data in which product concepts were created by product-development experts such that each concept stressed the fulfillment of one primary customer need. Customer interest in and preference for these concepts are compared to measured and estimated importances. We also address the question of whether frequency of mention can be used as a surrogate for importance. Finally, we examine the stated goal of QFD, customer satisfaction. Our data demonstrate a self-selection bias in satisfaction measures that are used commonly for QFD and for corporate incentive programs. We close with a brief application to illustrate

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Reference 2

Kruglanski, A. W., Shah, J. Y., Fishbach, A., Friedman, R., Chun, W. Y., & Sleeth-Keppler, D. (2018). A theory of goal systems. In M. P. Zanna (Ed.), Advances in Experimental Social Psychology (Department, Vol. 34, pp. 331–378). Waterloo, Ontario, Canada: Academic Press.

The theory outlined in the present chapter adopts a cognitive approach to motivation. In the pages that follow we describe a research program premised on the notion that the cognitive treatment affords conceptual and methodological advantages enabling new insights into problems of motivated action, self-regulation, and self-control. We begin by placing our work in the broader historical context of social psychological theorizing about motivation and cognition. We then present our theoretical notions and trace their implications for a variety of psychological issues, including activity experience, goal commitment, choice, and substitution. The gist of the chapter that follows describes our empirical research concerning a broad range of phenomena informed by the goal-systemic analysis.

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Bundle multiple products in a human-centered way

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I recently gave a lecture at Ecobee, a smart home product company in Canada. In this lecture, I compared two different approaches when bundling multiple smart home products.

One is product-centered bundling; they can select a hero product or a product that contributes to their sales significantly and then attach additional products randomly. The other is human-centered (service-centered) bundling; they can select multiple products to form a service which helps consumers achieve their goals.

The product-centered bundling was previously employed among Samsung designers; they selected Galaxy mobile phone or Samsung TV and then added smart door lock or smart plug to create Multi Device Experience. However, we proposed them to adopt the human-centered (service-centered) approach.

The more I become interested in cognitive interventions, the more I delve into motivational goals. This is because we are able to change their behaviors if we know why consumers do what they do. I wish Ecobee designers apply goal to solve their business problems.

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Reference 1

Kruglanski, A. W., Shah, J. Y., Fishbach, A., Friedman, R., Chun, W. Y., & Sleeth-Keppler, D. (2018). A theory of goal systems. In M. P. Zanna (Ed.), Advances in Experimental Social Psychology (Department, Vol. 34, pp. 331–378). Waterloo, Ontario, Canada: Academic Press.

The theory outlined in the present chapter adopts a cognitive approach to motivation. In the pages that follow we describe a research program premised on the notion that the cognitive treatment affords conceptual and methodological ad- vantages enabling new insights into problems of motivated action, self-regulation, and self-control. We begin by placing our work in the broader historical context of social psychological theorizing about motivation and cognition. We then present our theoretical notions and trace their implications for a variety of psychological issues, including activity experience, goal commitment, choice, and substitution. The gist of the chapter that follows describes our empirical research concerning a broad range of phenomena informed by the goal-systemic analysis.

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Reference 2

Hwang, S., Park, H., Sohn, M., Yoo, D., Han, C., & Joo, J. (2022). Goal based bundling: A behaviorally informed strategy to combine multiple smart products. In G. Bruyns & H. Wei (Eds.), IASDR (International Association of Societies of Design Research) 2021 – [ _ ] With Design: Reinventing Design Modes (pp. 2888–2901). Singapore: Springer.

Contemporary electronic manufacturers struggle with how to develop attractive bundles by combining their existing smart products. In the present work, we propose Goal Based Bundling (GBB) by drawing on the academic research of goal systems theory (Kruglanski et al. 2018) and shed light on two previously ignored aspects of bundling strategy: service and glue product. We applied our GBB to a collaborative project with Samsung Electronics, whose goal was to develop new product bundles for kids by combining multiple smart home products. We constructed a framework of Samsung Electronics’ smart products and then visualized it on its sales website. A UI design conveying the value of smart products bundle was developed based on GBB structure. We discuss the process and the result of our project to provide insights into the product managers who combine existing smart products to develop a bundle.

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Take a deep dive into customer experience with a behavioral lens

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I recently gave a lecture at the California State University Long Beach (CSULB). Two professors at the Department of Design, Shelley Takahashi and Max Beach, invited me for their Duncan Anderson Design Lecture Series.

Through the years, the Duncan Anderson Design Lecture Series has invited top professionals to share their knowledge and experience with design students at CSULB. This coming year marks the expansion of that series to a bi-monthly event. Thanks to Cecelia Anderson-Malcolm and the Duncan Anderson Endowment, CSULB now has an ongoing design lecture series to rival those at private design schools. The CSULB Industrial Design Program is working closely with IDSA-LA, and its student chapters, to schedule an exciting line-up of speakers. Please let your chapter officers know of professionals you want to meet and hear at future events.

In this lecture, I introduced why designers have to adopt behavioral science to understand customer experience deeply. For instance, prospect theory neatly elucidates why once people have a single extraordinary experience, they can no longer revert to previously satisfactory mundane experiences. It is because the extraordinary experience can become a reference point, while the mundane experiences transform into sources of negative affect. Since loss looms larger than gain, people avoid mundane experiences.

Kahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), 263-292.

Abstract

This paper presents a critique of expected utility theory as a descriptive model of decision making under risk, and develops an alternative model, called prospect theory. Choices among risky prospects exhibit several pervasive effects that are inconsistent with the basic tenets of utility theory. In particular, people underweight outcomes that are merely probable in comparison with outcomes that are obtained with certainty. This tendency, called the certainty effect, contributes to risk aversion in choices involving sure gains and to risk seeking in choices involving sure losses. In addition, people generally discard components that are shared by all prospects under consideration. This tendency, called the isolation effect, leads to inconsistent preferences when the same choice is presented in different forms. An alternative theory of choice is developed, in which value is assigned to gains and losses rather than to final assets and in which probabilities are replaced by decision weights. The value function is normally concave for gains, commonly convex for losses, and is generally steeper for losses than for gains. Decision weights are generally lower than the corresponding probabilities, except in the range of low probabilities. Overweighting of low probabilities may contribute to the attractiveness of both insurance and gambling.

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

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

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Designers should borrow insights from behavioral economics

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Many design practitioners aim to enhance the beauty of an existing product or develop novel products and services. However, market does not always pay off their effort. Carefully designed products often fail to attract consumers. What should designers do to enhance sales?

One solution is to borrow insights from behavioral economics. Studies show that behavioral economics can increase the adoption rate of newly designed products because it overcomes consumer resistance.

I was once invited by Palermo University in Argentina to share findings about the commercial impact of behavioral economics in the context of design. I shared my experimental findings about three Korean companies.

(1) Samsung’s printer would sell more if its ugly version is placed next to it because joint evaluation helps consumers consider aesthetics importantly,

(2) LG’s Styler would sell more if the clock in the store presents time in analog not in digital because doing so encourages consumers to think abstractly and creatively to appreciate the value of something new, and

(3) SK Telecom’s AI speaker would be used more often if it has a human feature and viewed as a foreigner or child because people become more tolerant about the mistakes of the AI speaker.

Publications

Could AI be a creative collaborator?

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Bertao, R. A., & Joo, J. (2021). Artificial intelligence in UX/UI design: a survey on current adoption and [future] practices. In J. Cruickshank, L., Galabo, R., Perez, D., Gisclard, B., Bofylatos, S., Mortati, M., Valentine, L. and Hwang (Ed.), 14th International Conference of the European Academy of Design, Safe Harbours for Design Research (pp. 404–413). Blucher Design Proceedings.

Abstract

Artificial Intelligence (AI) technology has been disseminated across various industries, and algorithm-based activities are becoming common in design disciplines. Despite high expectations of collaborating with intelligent systems, whether designers are actually interested in working with algorithms has been little discussed. This paper summarises ongoing research findings that have probed the use of AI features in design practices. A survey of Brazilian UX/UI professionals was conducted to map their AI-supported activities and explore their perspectives on interacting with AI systems and future adoption scenarios. The findings indicate a low usage rate of AI tools in the Brazilian UX/UI industry and a limited operational perspective regarding the role, application, and impact of intelligent technologies on design. Surveyed UX/UI designers are more prone to adopt AI as a virtual assistant to facilitate practice and increase process efficiency rather than as a creative collaborator.

Keywords

UX/UI design; artificial intelligence (AI); adoption; design tool

Publications

How could we encourage young people to meet psychiatrists?

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Piao, S., & Joo, J. (2022). A behavioral strategy to nudge young adults to adopt in-person counseling: Gamification. Behavioral Sciences, 12(2), 40.

Abstract

Mental illness has always been an important issue for young adults. Moreover, initiatives resulting from the outbreak of COVID‐19 have had an even greater impact on the mental health of young adults. This study sought to examine the effect of gamification on whether young adults adopt in‐person counseling. One hundred twenty young adults (42 males and 78 females) with an average age of 29 years participated in our experiment. In the experiment, a 2 (Gamification: no vs. yes) × 2 (Vividness: low vs. high) between‐subjects design was employed. In the “yes” gamification condition, participants decided whether or not to read introductory material about in‐person counseling, and also whether or not to adopt in‐person counseling in the future. The results of the study show that: (1) gamification increased adoption, (2) participants’ perception of subjective usability of in‐person counseling mediated the effect of gamification to adoption, and (3) vividness of presentation moderated subjective usability. Our study demonstrated that gamification nudges young adults to adopt in‐person counseling while subjective usability mediates the relationship, and vividness moderates the relationship between gamification and subjective usability. Our findings provide counselors fresh insights into motivating people to access counseling services.

Keywords

gamification; adoption; usability; vividness; counseling; nudge