Examining the effects of typicality and novelty on aesthetic preference and positive emotions using the MAYA principle: the moderating role of usage situation

A design principle is defined as a basic logic that explains why individuals are attracted to certain products. One design principle that has received attention in the literature is the Most Advanced Yet Acceptable (MAYA) principle, which is a two-factor theory that proposes that individuals prefer products that are simultaneously perceived as typical (i.e., familiar, good example of the category) and novel (i.e. new, unique). That is, the most commercially viable products share a balance between the aesthetic properties of typicality and novelty. To better predict product preference in apparel products, in this dissertation, the MAYA principle was explored relative to products that have yet to be tested. The overall purpose of this dissertation was to examine the effects of the aesthetic properties related to the MAYA principle, specifically typicality and novelty, on consumer responses to apparel products. To address this purpose, the methodology includes a series of experimental designs consisting of two phases: Phase I (Preliminary Study) and Phase II (Main Study). In Phase I, the MAYA principle was explored relative to three categories of apparel products (pants, jackets, and shirts) in an experiment with repeated measures (student sample). Phase I was divided into two steps: Stimuli Selection and Testing Stimuli Selection. In the first step, Stimuli Selection, the property of typicality was explored in relation to the consumer’s perception of this property. As a result, 48 drawings were generated and 15 were selected to determine the prototypes consumers have in their minds regarding the categories of pants, jackets, and shirts. Based on the selected prototypes, 60 product pictures were chosen as stimuli for the three categories of apparel products in accordance with the typicality and novelty of product form. Next, three judges (i.e., expert raters) assessed the typicality, novelty, and aesthetic preference of those products. In the second step of Phase I, Testing Stimuli Selection, visual analyses of the judges’ ratings resulted in the selection of 30 pictures that were pre-tested (n = 46 students). Based on the pre-test, a total of 21 pictures (seven pictures per category) were selected as stimuli for the class experiment (n = 138 students) that rated the typicality, novelty, and aesthetic preference of those stimuli. In Phase II, the MAYA principle was further examined with respect to shirts. The moderating role of usage situation, the relationship between aesthetic preference and positive emotions, and the mediating role of aesthetic preference were also investigated. Based on what was learned in Phase I, Phase II was divided into two steps: Stimuli Selection and Final Study. In the first step, Stimuli Selection, a total of 13 shirt pictures were rated by the same three judges used in Phase I. Based on these ratings, the second step, the Final Study, involved two pre-tests via survey distributed in TurkPrime for manipulation purposes. Eight stimuli pictures were rated in Pre-test #1 (n = 250 non-students) and a total of 14 pictures were rated in Pre-test #2 (n = 215 non-students). Based on these ratings, four pictures were selected as stimuli for the 2 (typicality: low vs. high) x 2 (novelty: low vs. high) x 3 (usage situation scenarios: professional oriented vs. non-professional oriented vs. neutral) between-subjects experimental design. TurkPrime participants were randomly assigned to one of the 12 experimental scenarios using a survey (n = 487 non-students). Phase I results revealed that while the preference-for-prototypes theory holds for pants and jackets, the MAYA principle better explains the relationships between typicality, novelty, and aesthetic preference for shirts. That is, typicality is the primary predictor of aesthetic preference for pants and jackets, while both typicality and novelty are significant predictors of aesthetic preference for shirts. Therefore, the MAYA principle does not hold for all categories of apparel. Thus, pants and jackets would likely generate higher preference if created through restrained design. Phase II confirmed that the MAYA principle holds for shirts, as results indicated that the two-way interaction of typicality and novelty was significant. Findings further indicated a positive relationship between aesthetic preference and positive emotions, as pleasant surprise, fascination, desire, and joy were positively influenced by aesthetic preference. However, results did not support the moderating role of usage situation or the mediator role of aesthetic preference. By drawing from theories across different fields, an updated framework for empirical research on aesthetics was developed and tested. As a result, this study provides valuable insights into the MAYA principle as well as the properties of typicality and novelty relative to apparel products. Conclusions go beyond confirmation of existing results, such as that both factors, typicality and novelty, are jointly considered when explaining the aesthetic preference for products. Findings further extend theory, indicating that the properties of typicality and novelty interact, not only functioning as suppressors but also as catalysts. Findings of this dissertation provide several theoretical, managerial, and methodological contributions to academics as well as managers and designers in the fashion industry to better understand the impact of typicality and novelty on aesthetic preference for apparel, and therefore consumer adoption of apparel products, apparel collections, and fashion trends