Richard Gonzalez
Center Director, Research Center for Group Dynamics, Institute for Social Research
Co-Director, BioSocial Methods Collaborative
Amos N Tversky Collegiate Professor, Psychology and Statistics, LSA
Professor of Integrative Systems and Design, College of Engineering
| E-mail: | Email Richard Gonzalez |
| Address: | Research Center for Group Dynamics Institute for Social Research University of Michigan 426 Thompson Street Ann Arbor, Michigan 48106 |
| Phone: | 734-647-6785 |
Articles in Design Science
Emotion primes implicit and explicit preference for ‘green’ products
We may feel we have a preference for the material of an object, such as whether a bowl we are about to buy is made of natural wood or plastic. In this paper we show that those preferences may not be fixed nor reflective of an underlying trait.
Culture and aesthetic preference
We show systematic cultural differences in preference for art and in picture taking. For example, we find a cultural difference in the choice of zoom that participants select when taking a portrait of a model. Japanese participants zoom out to capture the model in the context, whereas American participants zoom in on the face of the model.
Preferences and product attributes
We use discrete choice analysis to study the role of crux and sentinel attributes in product choice. We introduce the distinction between types of attributes that become important when designing products geared at changing people’s behavior, such as buying recycled goods.
How do we measure perceived craftsmanship and how do we engineer it into products?
This paper merges traditional techniques from psychology with some methods from engineering to tackle the difficult question of what influences an individual’s rating of craftsmanship. We find a high degree of correspondence between the clusters and dimenions people use when rating the interior of a vehicle and clusters/dimensions engineers would consider.
Generating ideas and innovation
One of our first papers on design heuristics, tools that help one explore the design space. Here we show that design heuristics can be taught to novice students in a way that facilitates innovation and creativity.
Does vehicle shape communicate “green”?
We describe a technique using conjoint analysis to elicit from consumers vehicle shapes that appear more or less “green” (environmentally friendly). The method can be used in the engineering design of vehicles.
