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The Construction of Preference in Engineering Design and Implications for Green Products

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The Construction of Preference in Engineering Design and Implications for Green Products The Construction of Preference in Engineering Design and Implications for Green Products by Erin Faith MacDonald A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy (Mechanical Engineering) in The University of Michigan 2008 Doctoral Committee: Professor Panos Y. Papalambros, Co‐Chair Professor Richard D. Gonzalez, Co‐Chair Professor Fred M. Feinberg Associate Professor Steven J. Skerlos 1 © Erin MacDonald, 2008 2 Acknowledgements I am thankful for the contributions of my collaborators in the following chapters. Panos Papalambros and Richard Gonzalez both actively contributed this work, and Chapters 6 and 7 are based on papers that we co‐authored. Katie Kerfoot was instrumental in the execution of the design optimization in Chapter 6, and is a co‐author on the corresponding paper. Marisa Liepa indentified much of the background literature on paper towels in Chapter 5, and located Mark Lewis at the University of Washington, who manufactured and tested the towel samples. Fred Feinberg and Elea Feit provided helpful suggestions on the survey design and subsequent publications. Luth Research provided survey panelists at a generous rate. I am grateful for the financial support of a National Science Foundation Graduate Research Fellowship, the Donald C. Graham Chair Endowment, the Antilium Project, and the Rackham Graduate School. I would like to thank my advisors Panos and Rich for all they have taught me about clarity of thought, writing, hypotheses, and analysis. I have learned by example through watching these two excellent teachers, mentors, and academics. As co‐authors on our papers, their concerns for each others' interests and commitments are touching. Their abilities to balance work and family life are inspiring. Their intelligence, diplomacy, optimistic outlooks, and respectful natures made my graduate school experience a pleasure that I will look back on as one of the best times of my life. Thank you, Panos, for not laughing at me when I explained to you that I had returned to graduate school in order to redesign the zipper, and for all of the good laughs we have since shared together. Thank you, Rich, for the two a.m. e‐mails explaining psychology lingo and [[R]] code. It encouraged me to know you were working late, too. Also, thanks to Panos for welcoming me into the ODE lab, an artfully assembled group of enthusiastic, respectful, and intelligent individuals. Being a member of this fun group inspired me to ditch my plans to return to industry and remain in academia instead. I am so thankful for the times we have shared together. Thanks, J, for paving the way. Bart, thanks again for your thoughtful, diligent assessments. Chanky, you rule. Katie, I am lucky to have such a loyal confidant sitting, at times, only two desks away. James, you are a patient and kind friend—has anyone ever told you that you would be good with children? The Design Science Program includes a number of amazing people, including my two committee members: Fred Feinberg and Steve Skerlos. Many thanks to Fred for his candid and thorough comments on my draft papers, and generous time commitments invested in improving my research. Steve, you always have my best interest in mind, and if I could play soccer, I would want you on my team playing defense. I would also like to thank you for asking me "Have you met Ross Morrow?" I have also had the pleasure of working with Jan‐Henrik Andersen, Colleen Seifert, and Tahira Reid through this program, all providing insightful perspectives on design. Thanks, Alissa, for your friendship and full‐ground advice on everything. And thank you to my friends and family out there in the real world whom I love very much. Supermom, thank you for going to work and being the only woman in the room for all of those years. I am honored to join you there now. Dad, thank you for showing me through example why being a professor is a very fulfilling lifestyle. Thank you, Ross, for being wonderful. ii3 Table of Contents Acknowledgements. ......................................................................................................................... ii List of Figures… ................................................................................................................................ v List of Tables….. .............................................................................................................................. vii Nomenclature ... ............................................................................................................................. ix Chapter 1. Overview and background....................................................................................... 1 1.1. Introduction ............................................................................................................. 1 1.2. Background in psychology and engineering ............................................................ 2 1.3. Contributions ........................................................................................................... 6 Chapter 2. Construction of environmental preferences: Why people (don't) buy green products ................................................................................................................... 8 2.1. Assumptions and problem definition ...................................................................... 9 2.2. Between attitudes and behaviors ......................................................................... 10 2.3. Cognitive intermediaries ....................................................................................... 12 Chapter 3. Case study overview: Designing a green paper towel ........................................... 26 3.1. Practically framing the main contributions ........................................................... 26 3.2. Assumptions in the case study .............................................................................. 27 3.3. Case study survey design ....................................................................................... 29 3.4. Case study survey descriptive results summary .................................................... 34 Chapter 4. Preference heterogeneity, inconsistency, and heterogeneous inconsistency ..... 39 4.1. A framework for the identification of preference inconsistencies ....................... 39 4.2. Heterogeneity ........................................................................................................ 46 4.3. Practical application of preference heterogeneity and inconsistencies ............... 48 4.4. Discussion of results .............................................................................................. 57 4.5. Conclusions ............................................................................................................ 59 Chapter 5. A model of strength, softness and absorbency as a function of recycled paper content in paper towels ....................................................................................... 61 5.1. Towel properties: metrics and measurement devices .......................................... 62 5.2. Tree to towel: Manufacturing's influence on metrics ........................................... 64 5.3. Building the empirical model ................................................................................ 74 5.4. Discussion .............................................................................................................. 82 Chapter 6. Proactive and reactive incorporation of construction of preference in design optimization .......................................................................................................... 83 6.1. Introduction ........................................................................................................... 83 6.2. Measurement calibration ...................................................................................... 86 6.3. Building the engineering model ............................................................................ 93 6.4. Optimization of a green towel design ................................................................... 95 6.5. Discussion ............................................................................................................ 102 6.6. Conclusion ........................................................................................................... 103 Chapter 7. The Construction of preferences for crux and sentinel product attributes ........ 105 7.1. Introduction ......................................................................................................... 105 7.2. Crux attributes influence preference construction ............................................. 107 iii4 7.3. A new approach: full factorial marketplace analysis and importances .............. 109 7.4. Survey instrument design and administration .................................................... 111 7.5. Survey results and analysis .................................................................................. 113 7.6. Discussion ............................................................................................................ 120 7.7. Conclusion ........................................................................................................... 126 Chapter 8. Conclusion ........................................................................................................... 127 8.1. Contributions ......................................................................................................
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