文档介绍：Making Designs Dissonant By Stuart Hogue P roducts like the Bugaboo stroller and the Dyson vacuum go against the grain. They are counterintuitive. mand attention and a premium price. Probing what he refers to as an aspirational consumerism, Stuart Hogue distills principles that allow designers to break away from stereotypes and mass consumption into a world of self-expression and elite status. In the New York City neighborhoods where well-off new parents live, Bugaboo strollers are everywhere. Our sidewalks are congested with bug -eyed, sun glassed moms and Lacosted dads wheeling these all-terrain vehicles form one shop to another. These stroller drivers are hipper than the parents I remember growing up. Edgy style maybe a New York parent's norm, but these strollers let parents break through the traditional mommy and daddy stereo-types that even urban parents have mand $500 premiums over non-urban-assault strollers. While Bugaboos are indeed more versatile and rugged, the image defined by the product's usage earns a significant portion of the premium. The Bugaboo and other status stroller entrants earn these premiums because they symbolize more than just socio-economic status .They also say “1 am young, urban, and athletic-1 have a life beyond tending to my child ” The transformation of the mature stroller category into an explosive new market for aspirational products was no fluke. Self-expressive products like the Bugaboo eed by producing cognitive dissonance in observers. Observers experience cognitive dissonance as they wrestle with the tension between their expectations for a product and its actual design. It used tobe that a stroller needed only tobe lightweight pact tobe essful. People did not expect Euro-styling and rugged-ness ina category traditionally defined by basic utility. By countering these expectations, the Bugaboo relies on cognitive dissonance to increase the amount of time observers spend considering the product and its users. The longer the obs