Researchers find that in new product design, connecting with users’ heart, rather than their head, can lead to more original and creative outcomes.
Developing original and 676 products is critical to a company’s long-term success. Thus, understanding what influences originality can have important and potentially 677 consequences for businesses. Ravi Mehta, a professor of business administration, shows that adopting a(n) 678 that imagines how the user would feel while using a product leads designers to experience greater empathy（同感）, which 679 creativity and, in turn, outcome originality for new product design.
There are two ways that the product designer can 680 the consumer’s product usage. One focuses on objective use of the product—how consumers might use the product, that is, an “objective –imagination” approach. The other focuses on feelings—how the product makes the consumer feel, a “feelings-imagination” approach.
Consumers always want to have new products that solve problems more efficiently and at a less cost. So product designers 681 this trap of being very objective in focusing on the use of a product. That’s important, but the 682 of usage can only attract consumers in some ways. 683 , the feelings-imagination approach leads designers to experience greater empathy, which makes them more 684 to the consumers’ ideas. This leads to greater outcome originality. Mehta said, “when you imagine consumers and focus on their feelings, that’s powerful and will lead to something much more innovative than only focusing on a product’s usage.” The research shows that a feelings-based approach is 685 to the commonly used objective-based approach, the researchers wrote. It not only helps product designers build a better product, but it also helps them create more innovative products.
The implications of the findings extend to everyday consumers, who now play a role in shaping companies’ design. Mehta said, “Marketers are increasingly 686 consumers for new product ideas.” 687 , there was a very successful campaign a few years ago that focused on getting consumers to create a new potato chip flavor.
The experiments demonstrated a 688 effect of adopting a feelings-imagination approach. That suggests that these designers may 689 imagining users’ feelings. In this way, designers can develop products that could 690 to the masses. Companies can easily adopt this process and promote feelings-imagination exercises through their websites or social media.
676．A．primary B．innovative C．natural D．domestic
677．A．temporary B．slight C．indefinite D．profitable
678．A．policy B．proposal C．approach D．standard
679．A．enhances B．exhibits C．illustrates D．explores
680．A．recommend B．extend C．exploit D．imagine
681．A．fall apart B．figure out C．fall into D．turn into
682．A．originality B．objectivity C．creativity D．flexibility
683．A．In conclusion B．In addition C．As a result D．By contrast
684．A．open B．harmful C．resistant D．equal
685．A．evident B．superior C．relevant D．alert
686．A．joining in B．applying to C．turning to D．taking in
687．A．In reality B．In other words C．What’s more D．For example
688．A．dramatic B．positive C．negative D．serious
689．A．depend on B．benefit from C．contribute to D．involve in
690．A．appeal B．refer C．adapt D．commit
【答案】676~680.BDCAD 681~685.CBDAB 686~690.CDBBA
Developing original and 676 products is critical to a company’s long-term success. Thus, understanding what influences originality can have important and potentially 677 consequences for businesses. Ravi Mehta, a professor of business administration, shows that adopting a(n) 678 that imagines how the user would feel while using a product leads designers to experience greater empathy（同感）, which 679 creativity and, in turn, outcome originality for new product design.
There are two ways that the product designer can 680 the consumer’s product usage. One focuses on objective use of the product—how consumers might use the product, that is, an “objective –imagination” approach. The other focuses on feelings—how the product makes the consumer feel, a “feelings-imagination” approach.
Consumers always want to have new products that solve problems more efficiently and at a less cost. So product designers 681 this trap of being very objective in focusing on the use of a product. That’s important, but the 682 of usage can only attract consumers in some ways. 683 , the feelings-imagination approach leads designers to experience greater empathy, which makes them more 684 to the consumers’ ideas. This leads to greater outcome originality. Mehta said, “when you imagine consumers and focus on their feelings, that’s powerful and will lead to something much more innovative than only focusing on a product’s usage.” The research shows that a feelings-based approach is 685 to the commonly used objective-based approach, the researchers wrote. It not only helps product designers build a better product, but it also helps them create more innovative products.
The implications of the findings extend to everyday consumers, who now play a role in shaping companies’ design. Mehta said, “Marketers are increasingly 686 consumers for new product ideas.” 687 , there was a very successful campaign a few years ago that focused on getting consumers to create a new potato chip flavor.
The experiments demonstrated a 688 effect of adopting a feelings-imagination approach. That suggests that these designers may 689 imagining users’ feelings. In this way, designers can develop products that could 690 to the masses. Companies can easily adopt this process and promote feelings-imagination exercises through their websites or social media.
676．A．primary B．innovative C．natural D．domestic
677．A．temporary B．slight C．indefinite D．profitable
678．A．policy B．proposal C．approach D．standard
679．A．enhances B．exhibits C．illustrates D．explores
680．A．recommend B．extend C．exploit D．imagine
681．A．fall apart B．figure out C．fall into D．turn into
682．A．originality B．objectivity C．creativity D．flexibility
683．A．In conclusion B．In addition C．As a result D．By contrast
684．A．open B．harmful C．resistant D．equal
685．A．evident B．superior C．relevant D．alert
686．A．joining in B．applying to C．turning to D．taking in
687．A．In reality B．In other words C．What’s more D．For example
688．A．dramatic B．positive C．negative D．serious
689．A．depend on B．benefit from C．contribute to D．involve in
690．A．appeal B．refer C．adapt D．commit
【答案】676~680.BDCAD 681~685.CBDAB 686~690.CDBBA
