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  • In product design, imagining end user’s feelings leads to more original outcomes

    Photo of Ravi Mehta, a professor of business administration at Illinois and an expert in product development and marketing.

    In new product design, connecting with an end user’s heart, rather than their head, can lead to more original and creative outcomes, says published research co-written by Ravi Mehta, a professor of business administration at Illinois and an expert in product development and marketing.

    Photo by Gies College of Business

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  • Editor’s notes: To contact Ravi Mehta, call 217-265-4081; email mehtar@illinois.edu.

    The paper “Head versus heart: The effect of objective versus feelings-based mental imagery on new product creativity” is available online.

    DOI: 10.1093/jcr/ucy058