Details

Titel

Product Design Perception and Brand Categorization

Ist Teil von

• Advances in Consumer Research, 2007, Vol.34, p.240

Ort / Verlag

Urbana: Association for Consumer Research

Erscheinungsjahr

2007

Link zum Volltext

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• This paper proposes a theoretical framework for the perceptual processing of information picked up from product design elements (such as product form) and its influence on consumers' conceptual knowledge and categorization of brands. This view of consumer knowledge and brand categorization draws from the ecological approach to visual perception, principles of object recognition by components in perceptual psychology, and the emerging perception-based theory of cognition as a perceptual symbol system. The authors discuss four bases of brand categorization derived from product design information, provide examples of each, review empirical findings, and discuss implications for consumer research and new product design. [PUBLICATION ABSTRACT]