The MAYA principle as applied to apparel products: The effects of typicality and novelty on aesthetic preference
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 5 August 2019
Issue publication date: 12 September 2019
Abstract
Purpose
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.
Keywords
Acknowledgements
This paper is based on a segment of the doctoral dissertation done by the main author. The authors deeply appreciate the support given by the Doctoral Committee member Dr Seoha Min. Her advice regarding product design and stimuli selection was beneficial for this project. The authors are also grateful to Doctoral Committee member Dr Bonnie Canziani and her conceptual understanding of theories and statistics. The authors also appreciate the advice on aesthetics and the MAYA principle provided by Dr Jorge Maya (Universidad EAFIT). Finally, the authors value the skillful apparel drawings made by graduate student María Camila Agudelo Moná (Universidad EAFIT), which were essential for this publication.
Citation
Ceballos, L.M., Hodges, N.N. and Watchravesringkan, K. (2019), "The MAYA principle as applied to apparel products: The effects of typicality and novelty on aesthetic preference", Journal of Fashion Marketing and Management, Vol. 23 No. 4, pp. 587-607. https://doi.org/10.1108/JFMM-09-2018-0116
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited