The influence of motivational factors on ongoing product design decisions

Ongoing product design has been defined as a complex problem solving task that is central for the development of new products. Despite its importance, existing work mostly focused on studying how designers' creativity at initial stages influences radical innovations. However, role non-creativity related mechanisms later still not well understood. Our contribution to analyze motivational factors influence non-creative tasks in ongoing incremental processes. We use an agent based simulation model which designers improve by making modifications customers' feedback attributes. Drawing regulatory focus theory, we argue motivations (promotion vs prevention focus) way they search solutions. find that, tasks, customer acts situational factor biases decisions, promotion problem-solving more effective than prevention-focused one.