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Gender Differences In Preference For Product Design

5403 words - 22 pages

Gender Differences in Preference for Product Design

By

Ellie Taylor

2008-2009

A PSYC3170 Major Project Supervised by

Dr Steve Westerman and Dr Ed Sutherland

A dissertation submitted in partial fulfilment of the requirements of the degree of

BSc (International) Psychology

And in agreement with the University of Leeds’
Declaration of Academic Integrity

[pic]

Institute of Psychological Sciences
University of Leeds

Acknowledgements

I would like to personally thank Steve Westerman, Ed Sutherland and Peter Gardner for the help and time they gave me to complete this project. Without their constant support it would have been much harder to ...view middle of the document...

…10
5. Attention Grabbing………………………………………………………………………………………………….……….11
6. Typicality………………………………………………..……………………………………………………………….……..11
3. Gender Differences In Aesthetic Preference………..…………………………………………………………….………12
1. Shape Preference……………………………………………………………………………………………………..……..12
2. Difference in Designing…………………………………………………………………………………………………….12
3. Physiological Responses and Threat Perception…………………………………………………………..………13
1.4 Aims and Hypotheses……………………………………………………………………………………………………….………..13
2. Method…………………………………………………………………………………………………………………….15
2.1 Participants…………………………………………………………………………………………………………………………….……..15
2.2 Materials………………………………………………………………………………………………………………………………..……..15
2.2.1 Participant Documents………………………………………………….......................................………..……….15
2.2.2 Measures…………………………………………………………………………................................................…..15
2.2.3 Computer Programme…………………………………………………................................................…………16
2.3 Stimuli…………………………………………………………………………………………………………………………………..………16
2.4 Design………………………………………………………………………………………………………………………………………..…17
2.5 Ethical Considerations……………………………………………………………………………………………………………….……17
2.6 Procedure……………………………………………………………………………………………………………………………………..18
2.7 Data Analysis…………………………………………………………………………………………………………………………………19
3. Results ……………………………………………………………………………………………………………..…….20
3.1 General Response Ratings……………………………………………………………………………………………………………….21
3.1.1 Aesthetic Preference……………………………………………………………………………………………………………..21
3.1.2 Attention Grabbing…………………………………………………………………………………………………...…………..22
3.1.3 Purchase Likelihood………………………………………………………………………………………………………….……22
3.1.4 Typicality…………………………………………………………………………………………………………………....……….24
3.1.5 Usability………………………………………………………………………………………………………………………..……..24
3.2 Affective Responses…………………………………………………………………………………………………………….………….26
3.2.1 Anxious…………………………………………………………………………………………………………………….………….26
3.2.2 Tense……………………………………………………………………………………………………………………….………….27
3.2.3 Relaxed……………………………………………………………………………………………………………………..…………28
4. Discussion………………………………………………………………………………………………………………..30
4.1 General Responses…………………………………………………………………………………………………………………………30
4.2 Affective Responses………………………………………………………………………………………………………………..………33
4.3 Final Conclusions and Future Directions……………………………………………………………………………………………35

References…………………………………………………………………………………………………………………………………………………37
Appendices………………………………………………………………………………………………………………………………………………..40
A. Ethics Documents…………………………………………………………………………………………………………………..……..40
B. Supervision Diary…………………………………………………………………………………………………………..………………48
C. Screen Shots of Computer Programme…………………………………………………………………………………………….49
D. SPSS Data Output………………………………………………………………………………………………………….………………52
E. Raw Data……………………………………………………………………………………………………………..………………………75

ABSTRACT

It has been found that in general...

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