Title: The effect of psychographic consumer segmentation and product types on sensorial and interpretative experiential material preferences

Authors: Lore Veelaert; Els Du Bois; Patrick De Pelsmacker; Ingrid Moons

Addresses: Faculty of Design Sciences, Department of Product Development, University of Antwerp, 2000 Antwerp, Belgium ' Faculty of Design Sciences, Department of Product Development, University of Antwerp, 2000 Antwerp, Belgium ' Faculty of Business and Economics, University of Antwerp, 2000 Antwerp, Belgium ' Faculties of Business and Economics and of Design Sciences, University of Antwerp, 2000 Antwerp, Belgium

Abstract: Besides functional and technical material properties, experiential material qualities are receiving more attention in product design. However, the effect of user characteristics on material perceptions is under-researched. This paper aims to develop a rich segmentation of consumers based on seven psychographic characteristics: personality traits, personal values, environmental concern, green self-identity, consumer innate innovativeness, materialism, and aesthetic experience. It investigates the relation between these segments as well as four product types (Informative, Affective, Habitual, and Satisfaction) on the preferences for sensorial and interpretative experiential material qualities. Four user segments are identified that differ in preferred experiential qualities: Traditional Curiosity Seekers, Realistic Go-Getters, Green Experience Lovers, and Humdrum Familiars. Moreover, preferences for materials also differ across product types. Researchers can build upon these segments and product types, while designers are guided how to select the appropriate materials for the intended target group, and acquire a better position in the heart and mind of consumers.

Keywords: sensorial and interpretative materials experience; experiential material qualities; consumer segmentation; material preferences; individual self-expressive values; product types.

DOI: 10.1504/JDR.2024.143688

Journal of Design Research, 2024 Vol.21 No.3/4, pp.301 - 354

Accepted: 19 Nov 2024
Published online: 03 Jan 2025 *

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