Short answer
When designing products, consider how to imbue them with hedonic qualities that will naturally encourage consumers to share their experiences.
- Field
- Innovation & Markets
- Source
- Lincoln University Research Archive (Lincoln University) (2013)
- Method
- Correlational research design
- Sample
- 294 participants
- Evidence
- Moderate effect
Products offering hedonic (experiential, emotional) benefits are more likely to be discussed by consumers than those offering purely utilitarian (functional) benefits. This innovation & markets research insight is drawn from a 2013 study published in Lincoln University Research Archive (Lincoln University). Using Correlational research design with 294 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing products, consider how to imbue them with hedonic qualities that will naturally encourage consumers to share their experiences.
Hedonic product value drives word-of-mouth spread more than utilitarian value
Products offering hedonic (experiential, emotional) benefits are more likely to be discussed by consumers than those offering purely utilitarian (functional) benefits.
Lincoln University Research Archive (Lincoln University) · 2013
Key Findings
- 01Hedonic product values showed a significant contrast in predicting consumers' WOM spread compared to utilitarian values.
- 02The contrast between hedonic and utilitarian values was less pronounced in predicting WOM request and WOM influence.
Application
Design takeaway
When designing products, consider how to imbue them with hedonic qualities that will naturally encourage consumers to share their experiences.
How to apply
During the ideation phase, brainstorm features that appeal to users' emotions, senses, and desire for enjoyment, not just their need for functionality.
Project actions
- 01When researching user needs, ask about the emotional responses and experiences users desire from a product.
- 02Consider how the aesthetic and sensory aspects of a design can contribute to its hedonic value.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Addresses a gap in understanding WOM drivers by linking them directly to product attributes.
- +Investigates multiple facets of WOM behavior (spread, request, influence).
Limitations
The study relies on self-reported data, which may be subject to recall bias or social desirability bias. The specific context of the products studied might influence the results.
Reliability & validity
The correlational design allows for the identification of relationships but does not establish causation. The use of self-administered questionnaires relies on the accuracy of participant recall and self-assessment.
Think critically
To what extent can a product successfully balance both hedonic and utilitarian values, and how might this balance influence WOM dynamics differently?
Design Principles
"Design for emotional resonance to amplify organic market diffusion."
Understanding the drivers of consumer discussion is crucial for product development and marketing strategies. By recognizing that hedonic aspects can be a stronger catalyst for word-of-mouth, design teams can prioritize features that evoke emotion and create memorable experiences, thereby fostering organic promotion.
What This Means for Your Design
People talk more about products that feel good to use or make them feel good, rather than just products that do a job well.
How to use in your project
- 1.Use this research to justify focusing on user experience and emotional design elements in your design project, explaining how these can lead to increased market visibility.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that products offering hedonic value, which relates to experiential and emotional benefits, are more potent drivers of consumer word-of-mouth spread compared to products primarily offering utilitarian value. This suggests that design decisions focusing on sensory appeal, emotional engagement, and unique user experiences can significantly enhance organic market diffusion and brand advocacy.
Source
Lincoln University Research Archive (Lincoln University)
The relationships between products’ hedonic and utilitarian values and three word of mouth variables
journal · 2013
View sourceQuestions About This Research
- What does the research say about hedonic product value drives word-of-mouth spread more than utilitarian value?
- When designing products, consider how to imbue them with hedonic qualities that will naturally encourage consumers to share their experiences. Evidence: Lincoln University Research Archive (Lincoln University) (2013).
- Why does "Hedonic product value drives word-of-mouth spread more than utilitarian value" matter for design?
- Understanding the drivers of consumer discussion is crucial for product development and marketing strategies. By recognizing that hedonic aspects can be a stronger catalyst for word-of-mouth, design teams can prioritize features that evoke emotion and create memorable experiences, thereby fostering organic promotion.
- How can designers apply this research?
- When designing products, consider how to imbue them with hedonic qualities that will naturally encourage consumers to share their experiences.
- What were the main findings?
- Hedonic product values showed a significant contrast in predicting consumers' WOM spread compared to utilitarian values.. The contrast between hedonic and utilitarian values was less pronounced in predicting WOM request and WOM influence.
- What research method was used?
- Correlational research design with 294 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2013 journal from Lincoln University Research Archive (Lincoln University).
- What should I do differently in my next project?
- During the ideation phase, brainstorm features that appeal to users' emotions, senses, and desire for enjoyment, not just their need for functionality.
- What are the limitations?
- The study's findings might be specific to the product types and consumer demographics included in the sample. The influence of performance risk as a mediator was also explored but not fully detailed in the abstract.