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In product series, companies often signal novelty for a successor by changing the proportion of design elements, yet the impact of such proportional adjustments on aesthetic pleasure remains unclear. A theoretical framework explains how proportion changes affect visual processing via categorization theory and processing fluency, and a two-factor online experiment tests smartphones from strong versus weak brands. Results show reduced processing fluency for strong-brand proportion changes, with no effect on aesthetic pleasure.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/visual-appeal-of-product-novelty-the-role-of-the-brand-in-design-adaptation-jun-2023/649982/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/visual-appeal-of-product-novelty-the-role-of-the-brand-in-design-adaptation-jun-2023/649982.png","ImageObject",300,407,{"name":92,"@type":93},"awa","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-30","2026-10-24",true,{"@type":102,"interactionType":103,"userInteractionCount":8},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What does the document study about product design novelty?","Question",{"text":112,"@type":113},"It examines how changing the proportion of design elements in a product successor affects consumers’ visual processing and aesthetic pleasure.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"Which theories are used to build the theoretical framework?",{"text":117,"@type":113},"The framework draws on categorization theory and processing fluency theory to explain the role of proportion changes in processing fluency.",{"name":119,"@type":110,"acceptedAnswer":120},"What were the key findings from the two-factor online experiment?",{"text":121,"@type":113},"Proportion changes in designs from a strong brand reduce processing fluency, but they do not change aesthetic pleasure.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},649982,1792813100,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":8,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":46,"language":139,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":140,"faqs":141,"seo_title":142,"seo_description":67,"update_tm":129,"read_time":31},3985747858093,"https://ap-avatar.wpscdn.com/davatar_3d24733baf745e90a7e4bdd5f77d97b2","Junior Management Science 8(2) (2023) 453-472  \n\n| | Junior Management Science\u003Cbr>[journal homepage:](journal homepage: www.jums.academy)[ www.jums.academy](journal homepage: www.jums.academy) | \u003Cbr>Volume 8, Issue 2, June 2023\u003Cbr>\u003Cbr>DOMINIK VAN Editor:AAKEN JUNIOR\u003Cbr>Advisory Editorial Board:\u003Cbr>FREDERIK AHLEMANN\u003Cbr>JANBASTIANTHOMAS-PHILIPP AHRENSAMBERGBAHLINGER MANAGEMENT\u003Cbr>MARKUS BECKMANN\u003Cbr>CHRISTOPH BODE\u003Cbr>KATRIN SULEIKAROLF BRÜHLBURMEISTER-BORTLAMP SCIENCE\u003Cbr>JOACHIM BÜSCHKEN\u003Cbr>CATHERINE CLEOPHAS\u003Cbr>NILS CRASSELTBENEDIKT DOWNAR Markus Pfützenreuter, The implementation of financial RALF ELSASKERSTIN FEHRE planning and cost accounting instruments in\u003Cbr>MATTHIAS FINK startups\u003Cbr>DAVID FLORYSIAK\u003Cbr>GUNTHER FRIEDL\u003Cbr>MARTIN FRIESL Marissa Ofir, The Effect of Entrepreneurs’ Gender and FRANZ FUERST\u003Cbr>WOLFGANG GÜTTEL Gendered Startup Fields on Organizational\u003Cbr>NINAANNEKATRIN HANSENKATARINA HEIDER Attraction for Potential Applicants\u003Cbr>CHRISTIAN HOFMANN\u003Cbr>SVEN HÖRNERKATJA HUTTER Simon Mueller, Innovation Performance of Family and LUTZ JOHANNINGSTEPHAN KAISER Founder Firms: Empirical Evidence from German\u003Cbr>NADINE KAMMERLANDER Listed Companies\u003Cbr>ALFRED KIESER\u003Cbr>NATALIA KLIEWER\u003Cbr>DODO ZU KNYPHAUSEN-AUFSESS Mira Sophia Ulz, The glamorization of overwork-an SABINE T. KÖSZEGIARJAN KOZICA empirical study of causes and perceptions of\u003Cbr>CHRISTIAN KOZIOLMARTIN KREEB excessive work attitudes in the pursuit of\u003Cbr>TOBIAS KRETSCHMER managerial careers\u003Cbr>WERNER KUNZ\u003Cbr>HANS-ULRICH KÜPPER\u003Cbr>MICHAEL MEYER Samuel Jonas Kaltenhauser, Determinants and Capital JÜRGEN MÜHLBACHERGORDON MÜLLER-SEITZ Market Consequences of Net Zero Targets\u003Cbr>J. PETER MURMANN\u003Cbr>ANDREAS OSTERMAIER\u003Cbr>BURKHARD PEDELL Elena Kowalik, Ethical Problems in Family Firms\u003Cbr>MARCEL PROKOPCZUK\u003Cbr>TANJA RABL\u003Cbr>SASCHA RAITHEL Arun Anandakrishnarajah Visuelle Wirkung von\u003Cbr>NICOLE RATZINGERASTRIDREICHEL-SAKEL Produktneuheiten: Die Rolle der Marke bei der\u003Cbr>KATJA ROST\u003Cbr>THOMAS RUSSACK Designanpassung\u003Cbr>FLORIAN SAHLING\u003Cbr>MARKOANDREAS GSARSTEDTSCHERER Tobias Ruf, Passive ownership and long-term orientation STEFAN SCHMIDUTE SCHMIEL around the world\u003Cbr>CHRISTIAN SCHMITZ\u003Cbr>MARTIN SCHNEIDERMARKUS SCHOLZ Enes Mert Sirakaya, Bilanzierung von Spielerwerten im LARSSCHWEIZERDAVID SEIDL deutschen Profi-Fußball – Ein kritischer Vergleich\u003Cbr>THORSTEN SELLHORN der handelsrechtlichen und IFRS-Rechnungslegung\u003Cbr>STEFAN SEURING\u003Cbr>ANDREAS SUCHANEK\u003Cbr>TILL TALAULICAR Radu Andrei Maldea, Winning when Going Global – On the ANN TANKORESTIS TERZIDIS Role of Heritage and Strategic Moves for\u003Cbr>ANJA TUSCHKEMATTHIAS UHL Internationalization Endeavors of Start-ups\u003Cbr>CHRISTINE VALLASTER\u003Cbr>PATRICK VELTE\u003Cbr>CHRISTIAN VÖGTLIN\u003Cbr>STEPHAN WAGNER\u003Cbr>BARBARA E. WEISSENBERGER\u003Cbr>ISABELL M . WELPE\u003Cbr>HANNES WINNER\u003Cbr>THOMAS WRONA Published by Junior Management Science e V\u003Cbr>THOMAS ZWICK\u003Cbr>270\u003Cbr>312\u003Cbr>333\u003Cbr>358\u003Cbr>404\u003Cbr>431\u003Cbr>453\u003Cbr>473\u003Cbr>505\u003Cbr>532 |\n| --- | --- | --- |\n| Visual Appeal of Product Novelty: The Role of the Brand in Design Adaptation Visuelle Wirkung von Produktneuheiten: Die Rolle der Marke bei der Designanpassung\u003Cbr>Arun Anandakrishnarajah\u003Cbr>Goethe-Universität Frankfurt am Main |  |  |\n| Abstract\u003Cbr>Product design plays an important role in the purchasing decision of goods such as cars or smartphones. In practice, to symbolize novelty in the presentation of asuccessor in a product series, the proportion of design elements is often changed. Despite the popularity of proportion changes, the effect of this design adjustment method on consumers’ aesthetic pleasure has not yet been studied This work constructs a theoretical framework that explains how changes in proportion affect visual processing, drawing on both categorization theory and processing fluency theory. It posits that changes in proportion can act asa determinant of processing fluency, thereby influencing aesthetic pleasure. To verify the conceptual framework, a two-factor online experiment is conducted using smartph","cbCailwIQaKvJFH2","https://ap.wps.com/l/cbCailwIQaKvJFH2","pdf",393895,"English","# Abstract\n## Theoretical framework\n## Online experiment and results","[{\"question\":\"What does the document study about product design novelty?\",\"answer\":\"It examines how changing the proportion of design elements in a product successor affects consumers’ visual processing and aesthetic pleasure.\"},{\"question\":\"Which theories are used to build the theoretical framework?\",\"answer\":\"The framework draws on categorization theory and processing fluency theory to explain the role of proportion changes in processing fluency.\"},{\"question\":\"What were the key findings from the two-factor online experiment?\",\"answer\":\"Proportion changes in designs from a strong brand reduce processing fluency, but they do not change aesthetic pleasure.\"}]","Visual Appeal of Product Novelty - The Role of the Brand in Design Adaptation - Jun 2023 | PDF"]