The MAYA principle as applied to apparel products: The effects of typicality and novelty on aesthetic preference

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dc.contributor.authorCeballos L.M.
dc.contributor.authorHodges N.N.
dc.contributor.authorWatchravesringkan K.
dc.date.accessioned2021-01-25T21:19:54Z
dc.date.available2021-01-25T21:19:54Z
dc.date.issued2019-01-01
dc.description.abstractPurpose: There are numerous design principles that can guide strategic decisions and determine good product design. One principle that has received considerable attention in the literature is the MAYA principle, which suggests that consumers seek a balance of typicality and novelty in products. The purpose of this paper is to test the MAYA principle specific to various categories of apparel. By drawing from the MAYA principle as a two-factor theory, the effects of specific aesthetic properties (i.e. typicality and novelty) of apparel products on consumer response were examined. Design/methodology/approach: An experimental design in three phases was implemented. Findings: Results revealed that typicality is the primary predictor of aesthetic preference relative to pants and jackets, while both typicality and novelty are significant predictors of aesthetic preference relative to shirts, suggesting that the MAYA principle better explains aesthetic preference relative to shirts. Research limitations/implications: Understanding consumers’ reactions to product design provides potential value for academics as well as practitioners. Practical implications: Consideration of both aesthetic properties is needed when implementing the MAYA principle in apparel design. Originality/value: Although studies have examined the MAYA principle relative to consumer products, few have examined how the principle operates relative to apparel products. The definition of a design principle, such as the MAYA principle, assumes that the logic proposed should apply to all types of products. Yet, this empirical study reveals that this is not the case when applied across different apparel categories. © 2019, Emerald Publishing Limited.eng
dc.identifierhttps://eafit.fundanetsuite.com/Publicaciones/ProdCientif/PublicacionFrw.aspx?id=8981
dc.identifierhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85070319885&doi=10.1108%2fJFMM-09-2018-0116&partnerID=40&md5=d81c0c80f45bb0960412729f39e4452c
dc.identifier.doi10.1108/JFMM-09-2018-0116
dc.identifier.issn1758-7433
dc.identifier.issn13612026
dc.identifier.otherWOS;000485924300010
dc.identifier.otherSCOPUS;2-s2.0-85070319885
dc.identifier.urihttp://hdl.handle.net/10784/24886
dc.language.isoengeng
dc.publisherEmerald Group Publishing Ltd.
dc.rightshttps://v2.sherpa.ac.uk/id/publication/issn/1361-2026
dc.sourceJournal of Fashion Marketing and Management
dc.subject.keywordAestheticseng
dc.subject.keywordAppareleng
dc.subject.keywordApparel designeng
dc.subject.keywordNoveltyeng
dc.subject.keywordPreferenceeng
dc.subject.keywordTypicalityeng
dc.titleThe MAYA principle as applied to apparel products: The effects of typicality and novelty on aesthetic preferenceeng
dc.typeinfo:eu-repo/semantics/articleeng
dc.typearticleeng
dc.typeinfo:eu-repo/semantics/publishedVersioneng
dc.typepublishedVersioneng
dc.type.localArtículospa

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