Thesis (Ph.D.)--Michigan State University, 2007. / Adviser: Lucinda Davenport. Includes bibliographical references.

Increasing economic, social and environmental problems around the world have shown that current models of economic development cannot be sustained. Thus, new patterns of consumption are needed. According to the literature, global companies are well placed to attempt leveraging sustainable consumption, as their production lines; supply chains; products and services extend across many continents, and as such the cumulative effect of their actions are wide reaching. This research sets out to better understand the intertwined factors that companies in two different contexts (Mexico and the UK), need to consider in order to leverage sustainable consumption. Through the literature review it was seen that sustainable consumption requires a multitude of changes, which have to occur at a systems level. In response to this, user-centred design (UCD) principles were seen as a valuable approach to give a broader account of the complexities around consumption and consumer's behaviour that could be communicated to higher management. A series of interviews, a focus group and a document analysis was undertaken to collect qualitative data. The findings led to the construction of a theoretical framework supported by UCD principles. The theoretical framework was then translated into the Sustainable Consumption Leveraging (SCL) Model and its toolkit. The SCL Model is a mechanism that takes into account the interaction of elements in a specific business context to identify areas of opportunity to leverage sustainable consumption through a consumer-focused approach. During a series of workshops, the SCL Model and its toolkit were tested to distinguish further opportunities of improvement and to understand where global companies stand with regards leveraging sustainable consumption. The research concludes by saying that companies need to work in collaboration with other actors to build a strong sustainability and innovation strategy that could help them to find new ways of doing business that can enhance more sustainable lifestyles.

It can be shown that exceeding both utilitarian and hedonic needs of consumers leads towards greater satisfaction, delight and enduring consumer loyalty. If designers are to meet the progressively diverse needs of consumers, then access to consumer values, aspirations and the underlying logic of their social practice become increasingly important. If we accept that what people say, do and think are often different things, gaining access to these requirements is clearly a challenge. The challenge is not only concerned with how these requirements are accessed at source, through widely adopted ethnographically inspired techniques, but more towards how these requirements are communicated to the designer. There is a clear disconnect between the collection of consumer requirements and how these requirements are arranged and communicated as implications for design. This thesis details a governance framework for the output of ethnographically inspired research methods to provide an understanding of the arrangement and attributes a communication tool for ethnographic work should possess, particularly towards the more technical area of new product development. The framework bridges a gap between consumer research and design action, which may be used as an approach to facilitate innovation, targeted problem solving and offer creative direction for new product development. Following an exploratory review of the literature and a series of way-finding interviews with domestic appliance and consumer goods manufacturers, a pilot study was conducted to identify the philosophical and practical barriers faced by designers, when designing for consumer requirements beyond the functional. A detailed second level literature review explored the emergent themes and led towards a desktop review of over 30 different creative thinking design tools from the design & emotion movement, 24 different communication approaches for ethnographic work in design and a two year case study on communication within the design process.

This research began by addressing the question: can effective interface design guidelines be produced for use in the design of future consumer product technologies (CPT)? A literature review explored published studies evaluating existing Human- Computer Interaction guidelines to establish their effectiveness in relation to CPT. Through this review, effectiveness was found to be limited but potentially could be improved using user-centred design methods. In response, six short studies were undertaken to produce user-centred CPT guidelines and to evaluate them using two sets of effectiveness criteria: specificity and applicability. These studies supported findings from the HCI literature. Despite improving the specificity and applicability of the CPT guidelines, passive, non-bespoke design guidelines have still been shown to have little impact on interaction design activity. Other links between research and practice needed to be identified. Two further field investigations indicated that, whilst the use of ergonomics methods was limited in commercial design consultancies, certain types of participative methods considering 'situated design in context' might be helpful. A second literature review was conducted to explore the importance of context-based design activity. As an outcome, design tools were proposed using participative design techniques involving games and role playing. Through a second series of five laboratory and field studies, the proposed design tools were developed and iteratively evaluated. It was demonstrated that the design tools could affect interaction design activity, but further work is still required on improving one of the applicability criteria - 'organisational survival'. These findings demonstrated that interaction designers can effectively produce their own design data using the design tools provided that this design activity is situated within the context of an interaction design problem. It has also been shown that if interaction design tools are to be effective they should satisfy all specificity and applicability criteria established in this inquiry.

This thesis explores the relationship between designer intent and consumer response. A novel approach to evaluate the degree of correspondence between designer intent and consumer perceptions has been proposed. The empirical results have shown the influence of consumers’ cultural backgrounds on the way they perceive semantic and symbolic product personalities (characteristics of a product and its owner, respectively), comparing British and Japanese consumer groups. Semantic product personalities are more likely to be universally perceived and more easily intentionally elicited from consumers than symbolic product personalities. The research project consists of a pilot study (Phases I) and an experiment (Phase II) in which mixed methods of interview and survey are employed. Phase I seeks to explore the in-depth understanding of a designer’s thoughts by interviews, and to develop and test newly elaborated consumer surveys termed Designer-driven semantic differentials and Consumer-driven adjective selection. The findings have been considered to construct an analytical framework, characterised by Agreement among consumer perceptions and Correspondence between designer intent and the consumer perceptions, for evaluation of designers’ elicitation of intended product personalities from consumers. Phase II conducts a statistical examination of the impact of cultural difference on consumer perceptions under experimental conditions. The perception of target and non-target consumer groups as categorised by nationality were gauged by Designer-driven semantic differentials and Personality selection, specifically perception of USB sticks designed by three different designers. The survey results are analysed by using descriptive statistics, one-way ANOVA and Chi-squared test within the analytical framework. Subsequently, the results from Phase I and II are extensively discussed based on a framework based on brand personality and Affect Control Theory, both of which may involve potential impact on the development of design research into product development with emotional attachment. The scene is set for future research opportunities based on the approach and findings of this study.

This doctoral thesis is a practice-led and corporate-grounded enquiry into the role of design research methods in a global technology company. The work aims to understand and communicate through a series of case studies how locally conducted participatory action research can be integrated into the processes of an in-house design team at the global NCR Corporation. It questions the current approaches taken in the design and development of consumer transaction technologies in the context of a global organisation and new markets. The thesis starts by introducing the reader to the global corporation in which the study is focused and author employed, the NCR Corporation. The contextual grounding of the corporate environment, its heritage, history and continued evolution will illustrate the dynamic yet traditional role design has played within the corporation. As a senior member of the Consumer Experience Design (Cx Design) team in the corporation the author is well placed to evaluate the role of design and how it can evolve. The immediate contextualisation is then followed by a broad examination of the literature in the field of design in a corporate culture, research methods and socially-led innovation. This will define the boundaries of interest and influence in the thesis. A participatory action research approach was taken to address the research questions. Informed by a series of hyperlocal and global community engagements framed and directed from within the corporate culture, the author defines an understanding of the levels of community engagement through design research. The resulting outputs are then applied within the context of the NCR Corporation where the impact and influence on such engagements can be understood. The author concludes that his contribution to new knowledge, the development of a Participatory Action Based Strategic Design Process, can be applied within a global technology company. The process adapts McNiff’s and Whitehead’s (2011) seven phases of action research reporting and Ravi Chhatpar’s strategic decision-making process. The thesis demonstrates the value and influence of design research methods in the design of consumer transaction technologies. The thesis provides an understanding of how design research methods have been applied in a corporate environment, how the insights are applied, and demonstrates how the research has influenced the author’s practice and therefore the wider Cx Design group.

The overall focus of this doctoral thesis is the examination of the role of store design-architecture in consumer perceptions of retail brand loyalty. More specifically, it examines how consumers’ perceptions at the store design-architecture level promote brand loyalty and attachment at the overall retail-level. This research, therefore, aims to address the underdeveloped extant knowledge of the role of the store design-architecture in retail branding. This thesis addresses two research questions: 1) is it possible to improve on the specification or measurement of the store environment beyond the novelty, complexity collative constructs proposed in traditional studies of the store environment?; and 2) what effect, if any, do these improved store environment constructs (from answering research question number one) have in explaining the role of store design-architecture in consumer perceptions of retail brand loyalty? In its examination of the role of store-level design-architecture in overall retail-level branding, the theoretical significance of this thesis is based on two activities. First, this thesis proposes a conceptual framework that draws on multiple, diverse literatures from design-architecture, psychology and marketing. The critical review of pertinent literatures from these three sources then enables the second activity: the generation of novel empirical insights based on surveys of consumer perceptions of store-level design-architecture. A research instrument is developed that compares higher and lower levels of design in two stores of Penneys, a discount fashion retailer. The responses of 145 consumers are examined in an Exploratory Factor Analysis (EFA). A separate dataset of 403 consumer responses are analysed using Confirmatory Factor Analysis (CFA) and Structural Equations Modelling (SEM). Multiple-group invariance testing is also completed on this dataset. The primary theoretical contributions of this thesis to the extant literature are five-fold. First, the principal contribution of this thesis confirms that store aesthetic preference is positively associated with retail brand loyalty. Thus, the second research question is satisfactorily addressed; I explain that there is a mild association between store aesthetic preference and the emotionally valenced retail brand attachment construct in higher-level design contexts. Instead, a store aesthetic preference association is observed with the more behaviourally valenced retail brand loyalty construct in lower-level designs. Consequently, this principal contribution to the extant literature reveals the perceptive dynamic of how consumers processing of store-level design-architecture correspond with their perceptions of retail-level brand loyalty. A host of global-attribute, objective-subjective, and cognitive-emotional perceptive processing at the store and retail levels are observed in the proposed theoretical framework. Second, to confirm the role of store design-architecture in retail brand loyalty, I develop: a new scale for retail brand product; modify scales for store prototype, store novelty, store aesthetic preference, store complexity and retail brand price; and introduce scales for brand attachment and brand loyalty from non-retail contexts into a retail context for the first time. This research, therefore, addresses research question number one by making a notable conceptual and measurement contribution to the specification of the store environment. Third, as a progression from the previous contribution, I use these improved store environments constructs to better specify the store environment, and examine the associations between store prototype, store novelty and store aesthetic preference. I demonstrate that theory such as the preference-for-prototypes literature helps to improve the extant understanding of the associations between store prototype, store novelty and store aesthetic preference. The confirmation of the existence of these associations essentially means that the proposed model is robust, credible and able to account for consumers objective-subjective, global-attribute discriminations of the store-level aesthetic. Fourth, in an effort to explain the relative visual and non-visual contributions to retail brand attachment and retail brand loyalty, I examine associations concerning retail brand product and retail brand price. Retail brand product is confirmed to have stronger associations with retail brand attachment than store aesthetic preference or store prototypicality. Thus, this research extends the extant knowledge of the relative contributions of visual and non-visual constructs to understanding retail brand loyalty. Fifth, this research contributes to the extant understanding of how non-invariance analysis can be employed in Structural Equations Modelling (SEM) to confirm differences between groups. This research examines differences in parameter values to confirm differences in perception of the higher and lower levels of store design-architecture. This type of use of non-invariance analysis is not frequently employed in SEM and I propose that this research instrument can be generalised to other retail contexts also. Finally, this thesis concludes by presenting the limitations of this research. It makes suggestions on potential future research that could be completed, and raises some pertinent implications for practitioners arising from this research.

Este estudio analiza la percepción que tiene la generación millennial ante la temática del restaurante “Barrio”. El cual tiene como premisa, ofrecer una experiencia completa de barrio popular teniendo como base el valor de marca que este quiera brindar. Convergiendo los atributos del restaurante en una mezcla de lo tradicional y lo moderno, adaptándolo al gusto del consumidor. El objetivo de este restaurante no solo es captar la atención de un público juvenil, sino también de uno que no pertenece al barrio popular, puesto que este restaurante se enfoca en un público de nivel socioeconómico A y B. Por lo que hará uso de estrategias publicitarias para brindar esta experiencia en todas en su comunicación, tanto en el espacio físico, como en los complementarios. Asimismo, los cambios en la sociedad han hecho que este público tenga una mirada más abierta de la cultura y busque experimentar nuevos espacios, que le brinden un valor más allá de lo tangible. Es por ello, que se averiguara las razones y percepciones de lo que valora este público ante la propuesta del restaurante Barrio. / This study analyzes the perception that the millennial generation has regarding the theme of the “Barrio” restaurant. The premise of which is to offer a complete popular neighborhood experience based on the brand value that it wants to provide. Converging the attributes of the restaurant in a mixture of the traditional and the modern, adapting it to the consumer's taste. The objective of this restaurant is not only to attract the attention of a young audience, but also of one that does not belong to the popular neighborhood, since this restaurant focuses on an audience of socioeconomic level A and B. Therefore, it will use advertising strategies to provide this experience in all of your communication, both in the physical space and in the complementary areas. Likewise, changes in society have made this public have a more open view of culture and seek to experience new spaces that provide it with value beyond the tangible. That is why the reasons and perceptions of what these public values before the Barrio restaurant proposal were found out. / Trabajo de investigación