EXPLORING CONSUMER NEEDS WITH LEWIN'S LIFE SPACE PERSPECTIVE

DS 68-7: Proceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 7: Human Behaviour in Design, Lyngby/Copenhagen, Denmark, 15.-19.08.2011

Year: 2011
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Badke-Schaub, P.
Author: Kim, Kee-Ok; Hwang, Hye-sun
Section: Human Behaviour in Design
Page(s): 214-223

Abstract

Consumer needs are assumed to be originated from tensions between perceptions of the self and the environment by which the whole psychological field, life space, is developed. Dual research problems are developed from this proposition; one is to approach a basic framework of consumer life space and the other is to explore consumer needs from different life spaces for comparing distinctive characteristics within and across different life spaces. The former is developed with three nations’ time use studies from which all possible human activities are listed, clustered, and re-clustered to obtain a basic framework for consumer life spaces. Three GT studies collect consumer needs on learning, a kitchen, and an imaging device for representing those needs from a self, a family, and a leisure/cultural life space, respectively. Consumer needs are repeatedly clustered and underlying three dimensions in consumer needs are deduced: self- vs. others-oriented, functional vs. emotional, and autotelic vs. instrumental. The three dimensions produce eight types of consumer needs, with which distinctive characteristics of consumer needs from different life spaces become manifested.

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