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Design typicality plays a major role in consumers’ reactions towards a product. Hence, assessing a product design’s typicality is vital to predicting consumers’ responses to a design. However, directly asking people for their subjective typicality experience may yield a biased measure as the rating arguably contains the overall aesthetic impression of the product. Against this background, we introduce four unbiased objective measures of design typicality (two based on feature points and two based on grids) and demonstrate their capability of capturing the subjective typicality experience. We validate the proposed measures in the context of automobile designs with ratings of aesthetic liking, processing fluency, and cumulative sales data by analysing 77 car models from four segments ranging from subcompact cars to SUVs. Our findings endorse the general notion that objective measures should be included in product design research; and the proposed objective approaches provide convenient means to easily assess design typicality.
Privacy and its protection is an important part of the culture in the USA and Europe. Literature in this field lacks empirical data from Japan. Thus, it is difficult– especially for foreign researchers – to understand the situation in Japan. To get a deeper understanding we examined the perception of a topic that is closely related to privacy: the perceived benefits of sharing data and the willingness to share in respect to the benefits for oneself, others and companies. We found a significant impact of the gender to each of the six analysed constructs.