Print Email Facebook Twitter Seeing is believing Title Seeing is believing: investigating the influence of transparency on consumers’ product perceptions and attitude Author Cheng, Peiyao (Harbin Institute of Technology) Mugge, R. (TU Delft Responsible Marketing and Consumer Behavior; TU Delft Design, Organisation and Strategy) Department Design, Organisation and Strategy Date 2022 Abstract Transparency is a design characteristic enabling consumers to see the technical details underneath the product cover to create a unique visual effect. However, involving transparency in product design increases costs; it is thus essential to investigate the effects of transparency to help designers and manufacturers to determine the cost-effect ratio. To address this gap, this study investigates the effects of transparency on consumer attitude and their perceptions of experience and credence attributes (i.e. technological advancement, performance quality, ease of use). Through a controlled experimental design (N = 126), this study compared consumer responses between products with transparent and opaque covers in two product categories. The results revealed that products with transparent covers significantly improve consumers’ perceptions of technological advancement and performance quality, and attitude in comparison to opaque covers. Results also revealed that the effects of transparency differ between consumers depending on their design acumen. The effects of transparency on consumers’ perceptions and attitude are stronger for consumers with high design acumen. The practical implications and theoretical contributions of the study are discussed. Subject Consumer attitudedesign acumenproduct designproduct perceptiontransparency To reference this document use: http://resolver.tudelft.nl/uuid:388d3e43-e0d3-43a4-8e8a-e1fdcee1008e DOI https://doi.org/10.1080/09544828.2022.2036332 Embargo date 2023-07-01 ISSN 0954-4828 Source Journal of Engineering Design, 33 (4), 284-304 Bibliographical note Green Open Access added to TU Delft Institutional Repository ‘You share, we take care!’ – Taverne project https://www.openaccess.nl/en/you-share-we-take-care Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public. Part of collection Institutional Repository Document type journal article Rights © 2022 Peiyao Cheng, R. Mugge Files PDF Seeing_is_believing_inves ... titude.pdf 2.12 MB Close viewer /islandora/object/uuid:388d3e43-e0d3-43a4-8e8a-e1fdcee1008e/datastream/OBJ/view