| Now there is a tendency that cosumers prefer the products' image value to the products" functional value, and they hope that their products bought represent their self-concept. For instance, some products indicate their users' maturity, while some indicate the users' juvenescence. However, how could we measure the consumers' preference on products' form styles? The research on it is novel and challenging. The study measures the undergraduates' self-concept and NOKIA headset form style, basing on self-concept consistency theory.In theory, the study discovers that the undergraduates prefers the headsets whose form style conforms with their self-concept, and especially with their ideal self-concept, however, their actual self-concept doesn't work. The study import self-concept consistency theory into the research of product form style, which extends the area of self-concept consistency theory as well as the research of product form style.In pratice, the study works out the questionair to measure the undergraduates' self-concept and headset form style, discovering advantages and disadvantages of NOKIA headsets' form style. And also finds the corresponding relations between headset' form characteristics and the undergraduates' image cognition. According to the results, if the undergraduates' ideal self-concept is known, the headset form style they prefer and the corresponding form characteristics can be known. The enterprises could benefit from the research. |
