The (Uni)sex Appeal of Exterior Auto Design: Consumer Perceptions Toward Gendered- and Gender-Neutral Anthropomorphized Vehicle Form

Abstract

This phenomenological study explores consumer experiences relating to gendering (seeing gender in objects) vehicle exterior appearance (vehicle styling) through theoretical lenses of anthropomorphism, evolutionary aesthetics, self-identity, motivation, and semantics. Consumer vehicle gendering is systematically approached to unpack three areas of consumer experience relating to vehicle gendering perception: design communication, consumer motivation, and consumer response. Through stimuli coding and expert review, 20 SUV images were refined to six stimuli based on the two most feminine-, gender-neutral-, and masculine-interpreted images. The stimuli were presented in 12 in-depth interviews, six with designers and six with non-designers, residing in the United States. Purposive sampling was engaged to support demographic diversity, design experience representation, vehicle ownership, and vehicle purchase involvement. To address each of the three research objectives, three separate transcendental phenomenological reductions were conducted. Eight themes were identified within design communication, three themes were identified within consumer motivation, and 12 themes were identified within consumer response. Findings reveal that consumers within the United States engage in vehicle gendering, and that consumers draw from styling cues to interpret gender. Consistent with gendering observed in branding and product design, consumers supported gendering interpretations through curved lines and smooth surfaces (perceived to be feminine) and through straight lines and boxy forms (perceived to be masculine). Vehicles perceived to contain feminine and masculine forms, and vehicles perceived to lack distinctive gender forms were interpreted as gender neutral. Notably, rounded angles and edges, termed “soft angles” and “soft edges” were received well, supporting the appeal of androgynous design (the combination of highly feminine and highly masculine forms). Participants engaged in other forms of anthropomorphism, including persona development. Headlights were viewed as eyes and grilles were viewed as mouths or facial hair. Line angularity and headlight shape contributed to personality. Persona development offered insights into motivation. Status (introjected) and family (relational) motivations were observed. Desires to communicate gendered identities through vehicle ownership were observed. Findings from this study add support to theories of anthropomorphism, evolutionary aesthetics, the extended self, and self-determination. This study adds valuable contribution to the reach and applicability of gendering within automotive design.