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

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.
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Submitted on : Monday, May 13, 2019 - 4:46:40 PM
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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. International Journal of Market Research, World Advertising Research Center, 2018, 61 (2), pp.140-156. ⟨10.1177/1470785318777429⟩. ⟨hal-02127743⟩

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