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Humorous Product Styles and Pleasure: Positive-Negative and Overt-Subtle Dimensions of Humour
The Design Journal Pub Date : 2020-02-06 , DOI: 10.1080/14606925.2020.1718275
Chia-Chen Lu

Abstract Pleasure is a crucial emotional tie between a product and its consumers. A humorous product design is a strategically critical move to increase pleasure. In general, humour is considered to engender positive emotions, while neglecting that the emotional range of humour is broad and multidimensional. Therefore, this study investigated the application of humour in product design, particularly the humour products, which were classified based on positive-negative and overt-subtle dimensions of humour, and developed a scale to verify the relationship between humorous product styles and sensory pleasure. First, focus group interviews were conducted to categorize the styles of 154 humorous product images, in order to develop the questionnaire items. Second, a pretest questionnaire was administered. Finally, a formal repeated-measures questionnaire was administered to 324 participants resulting in 1926 batches of valid data. The results indicated that humorous product styles can be classified into amusement, hilarity, sarcasm, and offense, four styles; of these, amusement and hilarity were positively correlated with pleasure, whereas sarcasm and offense were not significantly correlated with pleasure. The implications for research and practice are considered here.

中文翻译:

幽默的产品风格和乐趣:幽默的正面,负面和明显的维度

摘要快乐是产品与其消费者之间至关重要的情感纽带。幽默的产品设计是提高乐趣的战略性关键一步。通常,幽默被认为会产生积极的情绪,而忽略了幽默的情感范围是广泛而多维的。因此,本研究调查了幽默在产品设计中的应用,尤其是幽默产品的设计,幽默产品是基于幽默的正负和隐性维度进行分类的,并开发了一个量表来验证幽默产品样式与感官愉悦之间的关系。首先,进行焦点小组访谈以对154个幽默产品图片的样式进行分类,以开发问卷项目。第二,进行预测试问卷。最后,对324名参与者进行了正式的重复测量问卷,获得了1926批有效数据。结果表明,幽默的产品风格可以分为娱乐性,欢喜,讽刺和冒犯四个样式。其中,娱乐和欢喜与愉悦呈正相关,而嘲讽和冒犯与愉悦没有显着相关。这里考虑对研究和实践的意义。
更新日期:2020-02-06
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