Consumers’ responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning

Imene Belboula; Claire-Lise Ackermann; Jean-Pierre Mathieu; Caroline Cuny

Consumers’ responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning

Imene Belboula Claire-Lise Ackermann ¹ Jean-Pierre Mathieu ² Caroline Cuny ^{3, 4}

1 Rennes School of Business

2 UP13 - Université Paris 13

3 GEM - Grenoble Ecole de Management

4 ComUE Grenoble Alpes - Communauté des universités et établissements de Grenoble Alpes

Abstract : Lack of understanding of new products’ positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product’s positioning to consumers. Drawing on the theoretical foundations of implicit cognition and the results of an empirical study, this article demonstrates that the Semantic Priming Task is a valuable tool to evaluate perceived product positioning conveyed by product design and to help practitioners in their decision-making with regard to product design.

Keywords : Keywords positioning product design Semantic Priming Task

Document type :

Journal articles

Domain :

Humanities and Social Sciences / Business administration

Complete list of metadatas

https://hal-rennes-sb.archives-ouvertes.fr/hal-02127743
Contributor : Isabelle Robert <>
Submitted on : Monday, May 13, 2019 - 4:46:40 PM
Last modification on : Thursday, September 12, 2019 - 1:03:09 AM

Consumers’ responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning

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Consumers’ responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning

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