지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2017.8
- 수록면
- 57 - 70 (14page)
- DOI
- 10.15187/adr.2017.08.30.3.57
이용수
초록· 키워드
오류제보하기
Background Empathy instruction (“please empathize with the person in the narrative”) is often provided when new product concepts are evaluated in a narrative form. However, concept evaluators tend to empathize with users differently; non-designers empathize with them insufficiently whereas designers do so sufficiently. Therefore, we expect that the effect of empathy instruction on concept evaluation will differ depending on the design expertise of individual evaluators. Empathy instruction will benefit non-designers whereas it may not benefit designers. We hypothesize that non-designers evaluate a concept more positively while designers evaluate the same concept more negatively when empathy instruction is provided than when it is not.
Methods We conducted two studies with 74 practitioners (study 1) and 87 undergraduate students (study 2) by asking participants to evaluate a new service concept for long-distance communication. Half of the participants were provided with empathy instruction (“please watch a video clip about a long-distance couple”) and the other half were provided with control instruction (“please watch a video clip about nature). Then, we compared the concept evaluation scores between the two groups.
Results The two studies showed that when the participants received control instruction, their concept evaluation scores between two groups did not differ. However, when they received empathy instruction, non-designers’ concept evaluation scores increased whereas designers’ concept evaluation scores decreased.
Conclusions Our findings highlight the dark side of empathy in concept evaluation. When empathy instruction is provided for narrative concept evaluation, it needs to be used carefullydepending on the individual concept evaluators. More discussions are needed for customized empathy.
Methods We conducted two studies with 74 practitioners (study 1) and 87 undergraduate students (study 2) by asking participants to evaluate a new service concept for long-distance communication. Half of the participants were provided with empathy instruction (“please watch a video clip about a long-distance couple”) and the other half were provided with control instruction (“please watch a video clip about nature). Then, we compared the concept evaluation scores between the two groups.
Results The two studies showed that when the participants received control instruction, their concept evaluation scores between two groups did not differ. However, when they received empathy instruction, non-designers’ concept evaluation scores increased whereas designers’ concept evaluation scores decreased.
Conclusions Our findings highlight the dark side of empathy in concept evaluation. When empathy instruction is provided for narrative concept evaluation, it needs to be used carefullydepending on the individual concept evaluators. More discussions are needed for customized empathy.
목차
Abstract
1. Introduction
2. Theory
3. Study
4. Conclusion
References
참고문헌 (49)
참고문헌 신청
[학술지(정기간행물)] - Batson, C. D. / 1997 / Perspective taking: Imagining how another feels versus imagining how you would feel / Personality and social psychology bulletin 23 (7) : 751 ~ 758
[학술지(정기간행물)] - Batson, C. D. / 1991 / Evidence for altruism: Toward a pluralism of prosocial motives / Psychological inquiry 2 (2) : 107 ~ 122
[인터넷자원] - Battarbee, K / / Empathy on the edge: scaling and sustaining a human-centered approach in the evolving practice of design
[학술지(정기간행물)] - Beverland, M. B. / 2005 / Managing the design innovation-brand marketing interface: Resolving the tension between artistic creation and commercial imperatives / Journal of Product Innovation Management 22 (2) : 193 ~ 207
[학술대회논문] - Black, A. / 1998 / Empathic design. User focused strategies for innovation / Proceedings of New Product Development
[학술지(정기간행물)] - Batson, C. D. / 1991 / Evidence for altruism: Toward a pluralism of prosocial motives / Psychological inquiry 2 (2) : 107 ~ 122
[인터넷자원] - Battarbee, K / / Empathy on the edge: scaling and sustaining a human-centered approach in the evolving practice of design
[학술지(정기간행물)] - Beverland, M. B. / 2005 / Managing the design innovation-brand marketing interface: Resolving the tension between artistic creation and commercial imperatives / Journal of Product Innovation Management 22 (2) : 193 ~ 207
[학술대회논문] - Black, A. / 1998 / Empathic design. User focused strategies for innovation / Proceedings of New Product Development
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