When are designers willing to take risks? How concept creativity and prototype fidelity influence perceived risk

Elizabeth M. Starkey, Jessica Menold, Scarlett Rae Miller

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

Abstract

Building prototypes is an important part of the concept selection phase of the design process, where fuzzy ideas get represented to support communication and decision making. However, previous studies have shown that prototypes generate different levels of user feedback based on their fidelity and aesthetics. Furthermore, prior research on concept selection has shown that individual risk attitude effects how individuals select ideas, as creative ideas are perceived to be riskier in comparison to less creative ideas. While the role of risk has been investigated in concept selection, there is lack of research on how risk is related to the selection of prototypes at various levels of fidelity. Thus, the purpose of this study was to investigate the impact of prototype fidelity, concept creativity, and risk aversion, on perceived riskiness and concept selection through a between-subjects study with 72 engineering students. The results revealed that there was a "goldilocks" effect in which students choose concepts with "just the right amount" of novelty, not too much and not too little, as long as quality was adequate. In addition, the prototype fidelity of a concept had an interaction with uniqueness, indicating that unique concepts are more likely to be perceived as less risky if presented at higher levels of fidelity.

Original languageEnglish (US)
Title of host publication30th International Conference on Design Theory and Methodology
PublisherAmerican Society of Mechanical Engineers (ASME)
ISBN (Electronic)9780791851845
DOIs
StatePublished - Jan 1 2018
EventASME 2018 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE 2018 - Quebec City, Canada
Duration: Aug 26 2018Aug 29 2018

Publication series

NameProceedings of the ASME Design Engineering Technical Conference
Volume7

Other

OtherASME 2018 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE 2018
CountryCanada
CityQuebec City
Period8/26/188/29/18

All Science Journal Classification (ASJC) codes

  • Mechanical Engineering
  • Computer Graphics and Computer-Aided Design
  • Computer Science Applications
  • Modeling and Simulation

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    Starkey, E. M., Menold, J., & Miller, S. R. (2018). When are designers willing to take risks? How concept creativity and prototype fidelity influence perceived risk. In 30th International Conference on Design Theory and Methodology (Proceedings of the ASME Design Engineering Technical Conference; Vol. 7). American Society of Mechanical Engineers (ASME). https://doi.org/10.1115/DETC2018-86092