@article{article_905991, title={DESIGN NEWNESS EFFECTS ON CONSUMERS’ HEARTS AND MINDS, AND THE MODERATING ROLES OF INVOLVEMENT AND}, journal={Pazarlama ve Pazarlama Araştırmaları Dergisi}, volume={13}, pages={305–332}, year={2020}, author={Gümüş, Burcu and Gegez, Emine Eser}, keywords={Ürün tasarımı,yenilik,duygular,bilişsel değerlendirme,ilgilenim,risk algısı}, abstract={Every product used in every part of daily life has a different design, and different product designs are accepted differently by consumers depending on their emotional and cognitive processes. These emotional reactions and cognitive evaluations have a significant impact on the way consumers experience the world, how they will respond to different stimuli, and how they will make their choices. This research aims to investigate the effects of product design newness levels on consumers’ approach/avoidance behaviors. The central premise of the study is that consumers’ emotional and cognitive evaluations, while they are faced with a prototypical, novel, or futuristic design, are strong determinants of their behavioral intentions. In addition, product involvement and perceived risk are expected to moderate the hypothesized relationships. Other studies focus on product design and emotion/cognition relationships, but none of them have concentrated on the effects of design newness levels on consumers and the roles of product involvement and perceived risk so far. The current study that has been designed to fill these gaps offers and empirically tests the hypothesized relationships with data collected from 750 usable questionnaires. As expected, the results are in support of the fact that consumers give more positive emotional and cognitive reactions to products with increasing design newness levels. On the other hand, product involvement is found to be not a moderator of design effects, but a significant driver of such emotional/cognitive evaluations. Finally, perceived risk is shown to play an important role in shaping the influence of cognition but not emotions on consumers’ approach behavior}, number={2}, publisher={Pazarlama ve Pazarlama Araştırmaları Derneği}