Consumer personality and the acceptance of product design

Cornelis Joachim Petrus Maria de Bont, Jan P.L. Schoormans, Marianne T.T. Wessel

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)


This paper describes a study on the effect of aspects of personality and socio-demographic characteristics of consumers on the acceptance of product design. A causal model is presented and tested empirically. In the study statistically significant effects of the personality factors tolerance of ambiguity and categorization width and of age on the acceptance of product design are found. Both theoretical (information processing) and practical (benefit segmentation) implications are discussed.
Original languageEnglish
Pages (from-to)200-208
Number of pages9
JournalDesign Studies
Issue number2
Publication statusPublished - 1 Jan 1992
Externally publishedYes


  • benefit segmentation
  • categorization width
  • product design
  • product preference
  • tolerance of ambiguity

ASJC Scopus subject areas

  • Architecture
  • Arts and Humanities (miscellaneous)
  • Social Sciences(all)
  • Engineering(all)
  • Computer Science Applications
  • Artificial Intelligence

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