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Design Science Journal
Papers

Save a napkin, save a tree: The role of metaphors in product design to change behavior

Save a napkin, save a tree: The role of metaphors in product design to change behavior

Year: 2013

Editor: Udo Lindemann, Srinivasan V, Yong Se Kim, Sang Won Lee, John Clarkson, Gaetano Cascini

Author: Montazeri, Soodeh; Finkbiner, David; Papalambros, Panos; Gonzalez, Richard

Series: ICED

Institution: University of Michigan, United States of America

Pages: 357-366

ISBN: 978-1-904670-50-6

ISSN:  2220-4334

Abstract

In this paper we study the role of metaphorical design concepts in triggering a mindful consumption behavior. Through a retrospective study on persuasive metaphorical designs for behavior change, we identified 7 persuasive heuristics for using metaphors for behavior change. According to the ELM of persuasion and persuasive effect of visual metaphors, we hypothesized that the use of persuasive metaphors in design of a napkin dispenser increases the mindfulness of the users, presumably through a central route and would increase the probability that people make more informed decisions and use fewer napkins. We used persuasive metaphor heuristics to design a metaphorical napkin dispenser to inform people about the consequences of their excessive consumption on the environment and encouraged them to use fewer napkins. In a local coffee shop, we measured napkin consumption using three different napkin dispensers: the original dispenser with no metaphor, one dispenser that shows metaphorical connotations of sustainable consumption, and a dispenser with a non-conservation metaphor . The results suggest effective behavior change in response to the consumption related metaphorical design.

Keywords: Design metaphors, persuasive product design, behavior change, sustainable design, design heuristics

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ds conferenceICED13: 19th International Conference on Engineering Design

ICED13: 19th International Conference on Engineering DesignThe 19th International Conference on Engineering Deisgn (ICED13) will for the first time take place in Asia: ICED13 on 19-22 August 2013 at Sungkyunkwan University, Seoul, Korea The ICED13 motto is: "Design for Harmonies" - Harmony of Products and Services - Harmony of Old and New - Harmony of Culture and Technology - Harmony of East and West The conference chair is Prof. Yong Se Kim of the Creative Design Institute at Sungkyunkwan University. Important dates are: Call for Papers:...

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Keywords
Design 2010