Design Science Lecture 1
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Which of the following best defines design science?

  • Studying consumer behavior
  • Translating requirements into design (correct)
  • Creating marketing strategies
  • Analyzing service delivery processes

    • The servicescape only focuses on the appearance of physical surroundings without considering consumer emotions.

    False (B)

    What are the two systems of processing information described by the Dual-System Theory?

    System 1 and System 2

    The __________ model is a framework where environmental stimuli affect consumers' emotional states.

    <p>S-O-R</p> Signup and view all the answers

    Match the elements of the service delivery process with their descriptions:

    <p>Performance = Service delivery process Actors = Consumers, employees, AI, etc. Back Stage = Service operations/back office Stage = Physical appearance of surroundings</p> Signup and view all the answers

    Which factor does NOT influence design effects according to the content?

    <p>Color of staff uniforms (C)</p> Signup and view all the answers

    System 1 processing relies on conscious thought and is rational.

    <p>False (B)</p> Signup and view all the answers

    What is the primary focus of the servicescape model proposed by Bitner?

    <p>Environmental dimensions to understand consumer responses</p> Signup and view all the answers

    What is the main focus of Experience Design Services (ExS)?

    <p>Developing emotionally appealing events (B)</p> Signup and view all the answers

    The Experience Design Board focuses on the theater model and multi-sensory elements to enhance services.

    <p>True (A)</p> Signup and view all the answers

    What is the evoked set in consumer decision-making?

    <p>All the brands the consumer is aware of.</p> Signup and view all the answers

    An experiencescape expands on a servicescape by including __________ and __________ aspects.

    <p>cultural, technological</p> Signup and view all the answers

    Match the design concepts to their descriptions:

    <p>Biomorphic design = Mimics natural patterns and textures Attention Restoration Theory = Theory explaining how environments restore attention Servicescape = Physical, social, and symbolic aspects of service Experiencescape = Incorporates cultural and technological factors</p> Signup and view all the answers

    Which of the following aspects is NOT a component of a servicescape?

    <p>Cultural (B)</p> Signup and view all the answers

    Environmental design is equally important for both service providers and product sellers.

    <p>False (B)</p> Signup and view all the answers

    What are the five characteristics required for attention restoration according to Attention Restoration Theory?

    <p>Being Away, Fascination, Restorative quality, Compatibility, and Extent.</p> Signup and view all the answers

    Which dimension of an experienscape refers to how the environment appeals to the senses?

    <p>Sensory (D)</p> Signup and view all the answers

    Emotional Place Identity refers to the memories and associations an individual has with a space.

    <p>False (B)</p> Signup and view all the answers

    What is the ideal level of arousal according to Optimal Arousal Theory?

    <p>Balanced level of arousal where pleasure peaks.</p> Signup and view all the answers

    According to the Reversal Theory, humans may experience a change in ___________ states.

    <p>motivational</p> Signup and view all the answers

    Match the emotional states to their corresponding characteristics:

    <p>Boredom = Low arousal + low dominance Relaxation = Low arousal + high dominance Anxiety = High arousal + low dominance Excitement = High arousal + high dominance</p> Signup and view all the answers

    Which of the following is NOT a dimension emphasized in an experienscape?

    <p>Technological (C)</p> Signup and view all the answers

    Too much arousal leads to feelings of boredom according to Optimal Arousal Theory.

    <p>False (B)</p> Signup and view all the answers

    What enhances both emotional and cognitive place identity?

    <p>Biomorphism</p> Signup and view all the answers

    Which factor has been shown to increase consumer satisfaction and willingness to pay?

    <p>Congruent music (B)</p> Signup and view all the answers

    Cool colors are known to evoke arousal in consumers.

    <p>False (B)</p> Signup and view all the answers

    What are the three phases of the customer journey?

    <p>Prepurchase, Purchase, Postpurchase</p> Signup and view all the answers

    A __________ is a tool for mapping service delivery that includes the firm's internal business alongside the customer journey.

    <p>service blueprint</p> Signup and view all the answers

    Match the following types of touchpoints with their descriptions:

    <p>Brand-owned = Controlled by the firm Partner-owned = Co-managed by the firm and partners Customer-owned = Actions initiated solely by customers Social/External = Peer influences on purchasing decisions</p> Signup and view all the answers

    Which ambience factor can influence consumers through scents?

    <p>Scent (D)</p> Signup and view all the answers

    Crowding is perceived negatively by all types of shoppers.

    <p>False (B)</p> Signup and view all the answers

    What influence does physical warmth have on decision-making?

    <p>It can increase social warmth.</p> Signup and view all the answers

    What is 'green nudging' primarily focused on?

    <p>Encouraging eco-friendly actions through feasibility (D)</p> Signup and view all the answers

    Construal-Level theory states that people perceive objects based on their physical distance only.

    <p>False (B)</p> Signup and view all the answers

    Name one principle of persuasion that indicates people are more likely to comply if they like the requester.

    <p>Liking</p> Signup and view all the answers

    The Fogg Behaviour Model describes the relationship between motivation, ability, and the ________ threshold.

    <p>activation</p> Signup and view all the answers

    Match the following types of design with their characteristics:

    <p>Decisive = Strong, hidden Coercive = Strong, apparent Seductive = Weak, hidden Persuasive = Weak, apparent</p> Signup and view all the answers

    Which principle of persuasion emphasizes the tendency of individuals to comply based on social norms?

    <p>Social proof (C)</p> Signup and view all the answers

    According to the Fogg Behaviour Model, high motivation can compensate for low ability.

    <p>True (A)</p> Signup and view all the answers

    What are the three characteristics of successful prompts in the Fogg Behaviour model?

    <p>Notice the trigger, associate with the target behaviour, motivated and able.</p> Signup and view all the answers

    Study Notes

    Lecture 1

    • Design science translates requirements into design. This includes user, business, market, and engineering requirements.
    • Design effects depend on context, including activities (complex vs. simple tasks), dynamics (peak vs. off-peak hours), and consumer needs/motivation.
    • A service is comparable to a theatre, with performance (service delivery), actors (consumers, employees), backstage operations, and stage/servicescape (physical environment).
    • The physical environment, or servicescape, impacts how customers and employees act, feel, and think, as outlined by Bitner (1992).
    • A servicescape considers the importance of physical surroundings, typology (how complex/interactive is the environment), and environment-user relationships.
    • Two systems of information processing exist: System 1 (unconscious, fast, emotional) and System 2 (slow, conscious, rational).
    • The Dual-System Theory (Kahneman) posits that these two systems play different roles in design challenges. System 1 is heavily utilized in routine tasks while System 2 handles more complex tasks.

    Lecture 2

    • Baker et al. explored how service settings' physical environments influence customer behavior, emotions, and decision-making.
    • Key concepts include service environment (physical interior/exterior facilities), the S-O-R model (environmental stimuli affecting emotional states of consumers), and the servicescape model (understanding consumer responses through environmental dimensions outlined by Bitner).
    • Findings on environmental factors: Ambience (music, lighting, scent), design (color, spatial factors, materials), and social factors (other consumers). Findings show these factors influence consumer satisfaction, behavioral intentions, and decision-making.

    Lecture 3

    • Kandanpully (2023) discussed the integration of servicescapes and experiencescapes, highlighting the importance of physical, social, natural, and symbolic aspects within a servicescape.
    • Experiencescapes expand upon servicescapes by emphasizing cultural and technological aspects for a memorable experience, arguing that technology should be used as a partner rather than just a tool.
    • Kumar (2020) focused on biomorphic design, (mimicking nature in shapes, patterns, and textures).
    • Biomorphic designs offer a feasible way to bring nature into urban spaces, creating a sense of nature without needing expansive green areas.
    • Attention Restoration Theory (ART) suggests that certain environments have characteristics that stimulate attention restoration including, Being Away, Fascination, Scope, Coherence, Compatibility.

    Lecture 4

    • Place Identity Theory implies individuals have a psychological connection to a place. This connection involves emotional attachment (sense of belonging) and cognitive associations (memories/associations).
    • Biomorphism enhances both emotional and cognitive place identity.
    • Optimal Arousal Theory: Individuals are motivated to maintain a balanced level of arousal for optimal experience (pleasure). Too little arousal leads to boredom, and too much leads to overstimulation.

    Lecture 4

    • Carrel (2023) explored green nudging and construal-level theory.
    • Construal-Level Theory explores how people perceive objects and events in relation to psychological distance (special, social, temporal, hypothetical).
    • Green nudging aims to encourage eco-friendly actions using subtle behavioral interventions.
    • The article emphasizes that feasibility-focused nudges (e.g., how to achieve a goal) are more effective than purely desirability-focused nudges (e.g., why a goal is important).

    Additional Concepts (across lectures)

    • The S-O-R (Stimulus-Organism-Response) model is a framework for understanding how environmental stimuli (e.g., physical surroundings) affect consumers and their responses to the service encounter.

    • The Fogg Behaviour Model (FBM) a model for predicting and influencing behaviour in a certain task. The model suggests that behaviour occurs when motivation and ability are combined with a trigger. The model is a curve implying that high motivation compensates for low ability, simple tasks require less motivation, and without a trigger, motivation does not lead to behaviour.

    • Seven principles of persuasion: Reciprocity, Authority, Social Proof, Liking, Commitment/Consistency, Scarcity, and Unity. Desirability focuses on abstract goals as triggers for behaviour while feasibility focuses on tangible 'how' steps.

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    Lecture Notes on Design Science and Customer Experience PDF

    Description

    This quiz explores the principles of design science, focusing on how requirements translate into design. It delves into the impact of contexts and servicescapes on consumer behavior and incorporates the Dual-System Theory as proposed by Kahneman. Test your understanding of these foundational concepts.

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