RESEARCH QUESTIONConsumers are looking for more pleasurein products (Paul Hekkert, 2002)How do cultural metaphors embedded in products enhance representations of product pleasure??Cultureis the shared beliefs mediated by and constituted by symbols and language of a group or society (Zald, 1996).?Metaphorsare an evocation of inner associations among things (Jones 1982).
?Cultural metaphorsare associations that
convey shared beliefs and understandings
of a particular group or society.
Pleasure in products
?Jordan (1997) classified pleasure-seeking of consumers into four categories: Physio-pleasure (pleasure from sensory impressions of sight, smell, hearing, touch and taste), social-pleasure (social relationships and
communication that a product enables), psycho-pleasure (pleasure felt when a product helps the user to establish a task) and ideo-pleasure (pleasure derived from values that a product and its use represent).
RELEVANCE TO ART AND DESIGN KNOWLEDGE
Ecstasy and flow
a) Metaphors and pleasure (Forlizzi et al 2003) : metaphors
influencing form, shape, color, materials, graphic and texts of products
b) Metaphors, pleasure and culture (Lin 2007): Matching
product image to customer image
c) Metaphors, pleasure, culture and consumer co-creation
(Huang and Deng 2008)
d) Culturally differentiated metaphors (McCracken, Grant 1986)e) Culture specific metaphors (Ekinci et al 2006)
Global consumer merchants (Artisans) as co-creators
5. Super-ordinate pleasure
6. Spiritual pleasureinformed products
Examples of cultural metaphors in productsa)Vitalitymetaphors(physio-pleasure)inAfricanTextiles
“My artwork represents life all its abundance and energy depicted through the vividness and contrast of colors.”
b) Elegance metaphor (Psycho-pleasure) in Mexican lowrider cars
“My artwork depicts machine beauty and focuses on functionality as well as quality and durability ”
Examples of cultural metaphors in productsc) Identity metaphors (Super-ordinate pleasure) in American Place dolls
“I model my culture in the products I create –that is who I am and how I express myself”
d) Magical metaphors (Spiritual pleasure) in African geometric forms
“The geometric symbols represent cosmic association shown in in colors, textures and themes”
?Phenomenological interviews with artists
from Mexican, African and American cultures (effective to studying experiential themes in consumer behavior (Fournier, 1998,) since it provides the emic or
informant’s perspective rather than the researcher expectations (Polkinghorne, 1989).
?Observations (Videography) of three shops or
locations from American, African and Mexican cultures offering African textiles, Mexican Lowrider cars and American products with anthropomorphic forms.
Analysis and Evidence
?Cluster analysis and affinity diagramming
?Mnemonic devices that will enable the comparison of data notes will also be used: Internal states, behaviors, culturally
differentiated metaphors and culture specific metaphors (texture, color, shape, form)
?This provides categories of key themes and classifies the cultural metaphors that have resulted in the various pleasure dimensions and the customers’ responses to it.Positive relationship between cultural metaphors, product innovativeness and consumer pleasure in different cultural contexts.
African artisans are strong in provision of vitality metaphors, Mexican artists are strong in the provision of communitas
metaphors and American artisans are strong in the provision of elegance metaphors.
QUALIFICATIONS FOR RESEARCH?Product Development Manager in two international banks for four years.
?Taken research methods in Art and design course.?Taken Ph.D. courses in New product development and innovation
?Lecturer in Global Marketing?Creative person with international exposure in Asia, Africa, Europe and U.S.
CONTRIBUTION TO ART AND
?Culture as a resource for product design?Consumer imagination as a resource for product design?A blend of cross-cultural metaphors to enhance elegance and novelty in product design?Cultural metaphors used to take advantage of product opportunities in the global market.