5 Consumer’s Perception of Plastics in Everyday …
73
Positive Fit
When describing materials that fit their personality, respondents tend to refer in more
than half of the times to sensorial attributes such as gloss, colour, flexibility, etc.,
but also with associative characteristics such as robust, high-quality, cheap, etc. In
contrast, when describing the reason for a material’s fit with the self, the distribution
over the different descriptive categories is more even, with upmost attributes referring to personality characteristics, followed by associative, sensorial and ecological
characteristics.
When taking a closer look at the different product categories, Consumables were
mostly described with sensorial and functionality descriptions, and their fit with
personality and habit/interest descriptions. Kitchen utensils and their fit were mostly
described with sensorial, associative (not fit) and ecological descriptions. Electronics
and Office items and their fit were mostly described with sensorial and associative
descriptions, although the former’s fit was described with personality instead of
associative descriptions. Interior and Personal/Fashion items were described with
sensorial and associative descriptions, whereas the fit of the former was described
with associative, personality and functionality descriptions, and that of the latter with
personality descriptions.
Regarding the descriptive categories specifically, Sensorial descriptions were
found most for Electronics, Office and the Office fit. Associative descriptions
occurred mainly for Interior and Personal/Fashion products, and the fit of Office
products. Ecological descriptions were used most in the case of Kitchen utensils and
their fit. Functionality descriptions were found primarily for Consumables and the fit
of Interior products. Finally, personality descriptions were used approximately half
of the times for the fit description of Consumables and Personal/Fashion. The latter
could be expected as such products are cherished and closely linked to the identity
of people.
Negative Fit
When describing materials that do not fit with their personality, in two third of the
cases respondents refer again to sensorial attributes, followed by associative and
ecological characteristics. In contrast, when describing the fit reason, the descriptive categories are again more evenly distributed, with a focus on ecological, associative and personality characteristics. It is striking that ecological aspects are—
spontaneously—often considered in the context of materials that do not suit one’s
personality.
All product categories were mainly described with sensorial characteristics, but
also with associative descriptions in the case of Consumables, Kitchen utensils, and
Electronics. The fit of Consumables was mostly described with ecological descriptions, the fit of Kitchen utensils with ecological, associative and personality descriptions, the fit of Electronics with sensorial descriptions, the fit of Office products with
sensorial and personality descriptions, the fit of Interior products with sensorial, associative and personality descriptions, and finally the fit with Personal/Fashion items
with associative descriptions.
73
Positive Fit
When describing materials that fit their personality, respondents tend to refer in more
than half of the times to sensorial attributes such as gloss, colour, flexibility, etc.,
but also with associative characteristics such as robust, high-quality, cheap, etc. In
contrast, when describing the reason for a material’s fit with the self, the distribution
over the different descriptive categories is more even, with upmost attributes referring to personality characteristics, followed by associative, sensorial and ecological
characteristics.
When taking a closer look at the different product categories, Consumables were
mostly described with sensorial and functionality descriptions, and their fit with
personality and habit/interest descriptions. Kitchen utensils and their fit were mostly
described with sensorial, associative (not fit) and ecological descriptions. Electronics
and Office items and their fit were mostly described with sensorial and associative
descriptions, although the former’s fit was described with personality instead of
associative descriptions. Interior and Personal/Fashion items were described with
sensorial and associative descriptions, whereas the fit of the former was described
with associative, personality and functionality descriptions, and that of the latter with
personality descriptions.
Regarding the descriptive categories specifically, Sensorial descriptions were
found most for Electronics, Office and the Office fit. Associative descriptions
occurred mainly for Interior and Personal/Fashion products, and the fit of Office
products. Ecological descriptions were used most in the case of Kitchen utensils and
their fit. Functionality descriptions were found primarily for Consumables and the fit
of Interior products. Finally, personality descriptions were used approximately half
of the times for the fit description of Consumables and Personal/Fashion. The latter
could be expected as such products are cherished and closely linked to the identity
of people.
Negative Fit
When describing materials that do not fit with their personality, in two third of the
cases respondents refer again to sensorial attributes, followed by associative and
ecological characteristics. In contrast, when describing the fit reason, the descriptive categories are again more evenly distributed, with a focus on ecological, associative and personality characteristics. It is striking that ecological aspects are—
spontaneously—often considered in the context of materials that do not suit one’s
personality.
All product categories were mainly described with sensorial characteristics, but
also with associative descriptions in the case of Consumables, Kitchen utensils, and
Electronics. The fit of Consumables was mostly described with ecological descriptions, the fit of Kitchen utensils with ecological, associative and personality descriptions, the fit of Electronics with sensorial descriptions, the fit of Office products with
sensorial and personality descriptions, the fit of Interior products with sensorial, associative and personality descriptions, and finally the fit with Personal/Fashion items
with associative descriptions.