||Product design is one of the most important issues marketers concern. When facing a unfamiliar product, consumers can be easily influenced by the product appearance. The present study uses anthropomorphism to explore the babyface effects in product design. To be specific, we incorporate green appeal into schema congruity on product evaluation, examining how the stereotype related to babyface may influence product evaluation in the automobile market. The research begins with face traits related to babyface effects, and then applies the babyface effects in product design. We use experimental design and empirical data to test the hypotheses. The experiment is designed with manipulations on the front design of car (baby face vs. mature face), and product appeals (green appeals vs. functional appeals). A 2x2 fatorial design is conducted. Four different scenarios are established and effects are measured by product attitude and purchase intention. In the empirical study, we collect cars with green appeals and functional appeals in the automobile market, integrating the relationship between green appeals and car front design to validate there exists the babyface effects in the real market.|
The result indicates that, when facing a car with green appeals, consumers evaluate the car more favorably with babyfaced features than that with mature-faced features. Opposite results are found with a car with functional appeals. In the empirical study, we show a phenomenon that babyfaced car front design using green appeals , while matured-faced car front using functional appeals.