REDUCING THE PRODUCT PERSONALITY MODEL

Andrei Dumitrescu

Authors

Andrei Dumitrescu National University of Science and Technology POLITEHNICA Bucharest

Keywords:

product personality, model, product aesthetics, industrial design

Abstract

The product personality is a tool conceived to help designers in creating products with a strong character and ensuring them a successful edge on the market. Several models were generated, and Jordan Dumitrescu model is one of them. Because this model has a high complexity given by its 20 personality dimensions, a reduction was needed. The methods employed in reduction were Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) – for validation. The fit indices pointed out the goodness of fit. The new model has four factors: Virtuousness; Attitude towards outside; Sympatheticness; and Showyness.

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References

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