How do consumers react to products assembled from existing components? Nine studies in both the lab and the field demonstrate that consumers evaluate products as more creative and more appealing when they consist of components that originally served entirely different functions. When consumers realize that the intended functionality of a component is not fixed, but versatile, they experience an aha! moment, which in turn enhances perceived product creativity and product appeal. This research bridges engineering and consumer research providing theoretical contributions to the product design and creativity literature. The findings of this research have substantive implications for designing sustainable products, especially for product upcycling, the process of transforming old or used components into new products.

中文翻译：

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关于打破功能固定性。怎么了啊哈！时刻增强了感知的产品创造力和产品吸引力

消费者对由现有组件组装而成的产品有何反应？实验室和实地的九项研究表明，当产品包含最初具有完全不同功能的组件时，消费者认为产品更具创意和吸引力。当消费者意识到一个组件的预期功能不是固定的，而是通用的时，他们会体验到啊哈！时刻，这反过来又增强了感知的产品创造力和产品吸引力。这项研究将工程和消费者研究联系起来，为产品设计和创意文献提供理论贡献。这项研究的结果对设计可持续产品具有实质性意义，特别是对产品升级回收，将旧或用过的组件转化为新产品的过程。