Product Curves

Chen, Ma, Xiao, and Qin y report that field and lab research “showed that circular (vs. angular) shapes of new products decreased perceived learning costs, which, in turn, enhanced consumer innovation adoption intentions. . . . For products positioned for ease of use, circular shapes are likely to be more appealing, whereas for products positioned for capability an angular design would be more advantageous. . . . our findings also applies to service designs. One area of service design that…

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