Download or read book Essays on the Influence of Product Design on Consumer Behaviour written by Matteo Visentin and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Product Design and Consumer Behavior written by Sara Caprioli and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Two Essays on Product Design and Consumer Evaluations written by Sangwon Lee and published by . This book was released on 2010 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper is about the central role of product design on consumer evaluations. While the design literature has articulated two different types of design, i.e. form-based design and function-based design (Khalid 2004), most extant marketing literature has mostly focused on the impact of functional design on performance (see Chitturi, Raghunathan, and Mahajan (2007) for a notable exception). In this paper, I examine the individual and joint effects of the two design dimensions: form design and functional design on consumer evaluations of new products. In the first essay, employing theoretical underpinnings from processing fluency theory, I investigate four major research questions. First, all else equal, does form design matter? Second, how does form design interact with functional design? Third, does the interaction between form and functionality change in an innovation context? Specifically, given a certain level of functionality, what type of form is more advantageous for a radically new product (RNP) or an incrementally new product (INP)? Fourth, is there an individual difference in consumer evaluations to innovative products with various form designs? Results from the four experiments conducted demonstrate that (1) more typical form design leads to more positive attitudes toward the product than less typical form design, (2) a more typical design compensates for the average functionality of the product and hence a product with average functionality is evaluated as well as highly functional products in the more typical design condition. In a less typical design condition, a product with high functionality leads to much lower consumer attitudes towards the product, (3) whereas the form design for incremental innovations must be closer to the incumbent products for favorable evaluations, less typical form is evaluated as good as more typical form for radical innovations. (4) Form design of an innovative product matters more to the technologically more sophisticated consumers (experts) than technologically less sophisticated consumers (novices). In the second essay, I examine the issues involved in using form design to nullify first mover advantage. Pioneers or first movers can be defined as the first firm to sell in a new product category. Despite the proliferation of the pioneering advantage research, there are few empirical studies which examined how the product design enables the later entrants to nullify the first mover advantage. Employing theoretical underpinnings from categorization theory, I investigate the following research questions. First, what type of form is more likely to enhance consumer evaluations and nullify first mover advantage when the follower's product is featured with higher or lower functionality? Second, how does form design interact with functional design for the follower's product? Results from the experimental study conducted demonstrate that (1) if the follower's functionality is not superior to the pioneer's, follower had better focus on design differentiation which can compensate for the lower functionality of the follower (2) if the follower's functionality is superior to the pioneer's, follower had better follow the pioneer's design for the better product evaluation. The managerial implication is clear: Form design is a critical determinant of consumer evaluations. Form design helps create and appropriate value for firms.

Download or read book People and Products written by Allan J. Kimmel and published by Routledge. This book was released on 2015-03-05 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand identity. With increased connectedness and advances in technology, consumers and marketers are more closely connected than ever before. Yet consumer behavior texts often overlook the application of the subject to product design, testing, and success. This is the first book to explore this interface in detail, exploring such issues as: the attributes and qualities that consumers demand from products and services, and social and cultural forces to be aware of; design and form and how they facilitate product usage; technological developments and the ways they have changed how consumers interact with products; product disposal and sustainability; emerging and future trends in consumer behavior and product development and design. This exciting volume is relevant to anyone interested in marketing, consumer behavior, product development, technology, engineering, design, and brand management.

Download or read book Essays on congruence theory in marketing written by Robér Rollin and published by Springer Nature. This book was released on 2022-09-30 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.

Download or read book Social Contagion as a Driver of Digital Product Use written by Gábor Darvasi and published by BoD – Books on Demand. This book was released on 2019-06-28 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social contagion is ubiquitous in the day-to-day lives of consumers. Whether at home with their families, at work with colleagues, spending leisure time with friends, or even when only surrounded by strangers, consumers are always exposed to and influenced by the actions of others. The wide-scale use of digital communication technologies and online social networks has further exacerbated this influence by enabling more varied and intense ways to connect and interact. In the three essays constituting this dissertation, we ask how marketers and product designers can purposefully use social product design features to achieve superior managerial outcomes by harnessing social contagion. The first essay delineates the state-of the-art research on social contagion by systematically mapping the moderators of social contagion. The first essay delineates the state-of the-art research on social contagion by systematically mapping the moderators of social contagion and identifies avenues for future research. In the second essay, we identify social contagion through geographic contiguity in the repeated use of a low-involvement digital service and show that it can be nearly completely crowded out by marketing communication. In the last essay, we demonstrate that product design features can be used to induce joint consumption which in turn leads to social contagion and ultimately an increased level of product use.

Download or read book When is Seeing Believing written by Kevin Landers Sample and published by . This book was released on 2019 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visual designs are increasingly utilized by consumers to make determinations about offerings in the marketplace, yet, the field's understanding of the role of visual design still needs further investigation. To address this, I examine the role of visual perception of marketplace designs through three essays. Essay 1 provides a conceptual framework and a systematic overview of the piecemeal visual perceptual research conducted in marketing to date. While past work has examined holistic perception and cognitive processing related to visual stimuli, my work exposes the components that comprise what consumers see in the marketplace, synthesizing findings while exposing pertinent areas under researched in marketing. Whereas consumers make determinations based off these components, consumers also process objects holistically. To capture the influence of holistic evaluations, I develop a diagnostic product design scale in Essay 2. This scale uncovers the dimensions that consumers holistically utilize in assessing goodness of marketplace designs, generating insights that allow for greater design success and better communication between marketers and designers in design development. Finally, in Essay 3, I examine how one of these piecemeal components can impact consumers' holistic perceptions. This essay demonstrates how the lighting directionality that visual marketing stimuli (e.g. ads, packaging) feature can impact consumer perception of provision and elimination claims. Collectively, these essays provide a solid foundation for continued research into a surprisingly nascent area of marketing research.

Download or read book Context written by Herbert L. Meiselman and published by Woodhead Publishing. This book was released on 2019-04-20 with total page 708 pages. Available in PDF, EPUB and Kindle. Book excerpt: Context: The Effects of Environment on Product Design and Evaluation addresses the environment, or context, in which we consume products and the impact of context on choice and acceptability. The book explores what context is, how it influences design by specialists, and acceptance by consumers. Chapters discuss the basics of context, food and drink in context, testing a range of other products, and other contextual variables. Historically, research on context has been done in the laboratory and various natural locations, but rapid growth in other methods to study context, including evoked contexts, immersive contexts, virtual reality contexts, and more have widened research possibilities. Appealing to the professional, academic and commercial markets, this book will be of interest to those who conduct research in product development and product testing, to those who study what controls product usage, including eating from the health perspective, and to those who make decisions about product and space development. - Explores information on how context works and how to assess its influence on product decisions - Discusses the basics of context, food and drink in context, and testing other products in context, including personal care products and home and workspace design - Identifies variables that contribute to the contextual experience

Download or read book Essays on the Interactions of Consumer Behavior and Firm Strategy in Multi channel Environments written by Bin Li and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: With the increasing popularity of the online channel, both consumers and firms are engaging in more and more multi-channel activities. On the one hand, consumers can integrate information from searches on both online and offline channels, and then decide on the best channel to buy from. On the other hand, firms need to consider consumer behavior in different channels in their strategy design. As a result, cross-channel interactions between consumer behavior and firm strategy can be within the same channel or across different channels. While the within-channel interaction has been studied extensively in the previous literature, there is much less research on the cross-channel interaction. In my dissertation, I add to the understanding of consumer behavior and firm strategy in the multi-channel environment by empirically analyzing their cross-channel interactions. This dissertation consists of three separate but related essays. The first answers the question: How does consumer behavior affect optimal product portfolio strategies in online versus offline channels? I develop an empirical model to simultaneously identify the cannibalization effect (within a brand) and the competition effect (between different brands) in different retail channels. I further examine how these effects are affected by consumer preferences. The second essay answers the question: How does a firm’s offline strategy affect consumer online behavior? I use a natural experiment to examine how the awareness and convenience effects from opening new retail stores affect the online search. The final essay answers the question: How does online banking affect entry/exit of offline bank branches? I develop and estimate a dynamic entry/exit model examining the relationship between technological advances and market structure evolution. My counterfactual analysis shows that the asymmetric reduction in operating costs is the most significant factor driving recent changes in the U.S. banking industry, followed by increased entry costs and increased deposits for large banks due to greater online presence. My findings provide important implications for firms engaging in multi-channel activities.

Download or read book Essays on Product Design and Online Word of mouth written by Tan Wang (Ph. D.) and published by . This book was released on 2021 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation consists of three essays on the topics of product design and online Word-of-mouth (WOM). The first essay considers two robustness approaches to design a product line under great uncertainty. An efficient frontier of robust designs is constructed, and a simple metric is proposed to finalize designs on the frontier. Moving from analytical modeling to real-world data, the second essay empirically studies the differential impact of online reviews that express different levels of expertise on consumer demand for craft beers. The key finding is that reviews from non-experts are more influential than those from experts. Finally, the third essay establishes the relationship between co-mentions with popular products in discussion forums and demand for niche products in the context of craft beers. The results suggest that consumer demand is positively associated with being co-mentioned with top-selling products, and the effect is significant for products in the tail of sales distribution

Download or read book Essays on Elongation Bias and Consumer Behavior written by Dongeun Kim (PhD) and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: I examine the psychological process of elongation bias (Essay 1) and its application to consumer behavior (Essay 2). Over three studies, Essay 1 tests two alternative explanations for the elongation bias (Studies 1 and 2) and subsequently demonstrates the elongation bias using real product package pictures (Study 3). I find that individuals compare the size of two objects by relying on their perception of differences in the objects' dimensions. However, the ease with which we compare the objects' dimensions influences the just-noticeable-difference threshold (JND), where JND is the extent to which individuals are able to notice subtle changes in said dimensions. Thus, in the typical elongation bias experiment, the change in height crosses a perceptual JND boundary that is noticed, though the corresponding change in width is not. I also identify that elongation bias occurs under a comparative-judgment condition rather than under a single-judgment condition, further supporting the idea of comparison and the role of JNDs in the production of this phenomenon. In Essay 2, across eight studies, I aim to examine whether the concept of more from the elongation bias can be generalized to various consumer-behavior domains. Specifically, I investigate the influence of elongation bias on consumer persuasion, the dilution effect, and the contagion effect. While prior elongation bias research has primarily focused on product size estimates from an elongated shape, I assess whether these perceptions can influence more distal variables. Regarding consumer persuasion, I find in Study 1 that the shape of a message affects attitude strength, particularly under low elaboration conditions. I also show that this effect occurs because the elongated shape affects word estimates that may themselves increase the individuals' belief that they had elaborated upon the messages, i.e., perceived elaboration. In Studies 2 and 3, I attempt to find direct evidence for how perceived elaboration increases attitude strength, however, the findings in Study 1 are not replicated. Also, as there were no supporting results for my investigation of the dilution effect, I decided to pursue the contagion effect. Regarding the contagion effect, I demonstrate in Study 1 that the shape of an object influences the likelihood of contagion. In more specific terms, I find that individuals perceive less contagion in an elongated shape due to the perceived larger area, whereas they perceive more contagion in a less-elongated shape due to the perceived smaller area. I further explore the contagion effect in the marketing-relevant contexts in Studies 2 and 3 and re-examine our findings in Study 4. However, these studies do not replicate the influence of elongation bias on the contagion effect. In this dissertation, I discuss why the elongation bias may not affect decision making in marketing-relevant contexts and suggest future directions for investigating these theories. I conclude that, because elongation bias is an effect that is already small, other perceptual signals that are prevalent in the marketing-relevant domains easily cancel out the effects of the elongation bias. In other words, elongation bias may easily influence a variable whose concept is similar to elongation bias (e.g., product size perception); however, when investigating the effect of elongation bias on more distal variables (e.g., attitude strength, perception of dilution/contagion) the more additional perceptual cues that are present, the more difficult it is to detect its effect. Accordingly, the application of elongation bias in the marketing context may be limited. With this in mind, I suggest identifying a more appropriate measurement and study design to investigate the marketing implications of elongation bias. In sum, our research contributes to consumer perception literature by developing an area-comparison model and by examining how a specific visual bias can subtly influence consumer behaviors.

Download or read book Essays on Time varying Consumer Preferences written by Sŏng-ho Pak and published by . This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer preferences are changing over time. In this dissertation, we provide three studies regarding changes in consumer preferences and methods of modeling time-varying preferences. In Chapter 1, we propose a Simulated Maximum Likelihood estimation method for the random coefficient logit model using aggregate data, accounting for heterogeneity and endogeneity. Our method allows for two sources of randomness in observed market shares - unobserved product characteristics and sampling error. Because of the latter, our method is suitable when sample sizes underlying the shares are finite. We show that the proposed method provides unbiased and efficient estimates of demand parameters. We also obtain endogeneity test statistics as a byproduct, including the direction of endogeneity bias. The model can be extended to incorporate Markov regime-switching dynamics in parameters and is open to other extensions based on Maximum Likelihood. The benefits of the proposed approach are achieved by assuming normality of the unobserved demand attributes, an assumption that imposes constraints on the types of pricing behaviors that are accommodated. However, we find in simulations that demand estimates are fairly robust to violations of these assumptions. We propose a structural model of market evolution and apply the proposed model to the South Korean cigarette market data in Chapter 2. In the South Korean cigarette market, consumers have shown dramatic changes in their cigarette preferences. While most consumers smoked high-tar cigarettes ten years ago, now most consumers prefer low-tar cigarettes. Another interesting trend in this market is Given the strong dynamics in the growing popularity of super-slim cigarettes. preferences, we raise two critical questions - 1) what are the sources of preference change, and 2) how does the firm (KT&G Corporation, a de-facto monopolist in the market) react to these preference changes. We answer these questions using a unique In the proposed demand structural model of consumer demand and firm behavior. model, evolution of consumers' preferences is driven by an exogenous effect and a new product introduction effect. On the one hand, the increasing preference for low- tar cigarettes can be explained by consumers' growing heath consciousness, an exogenous effect. Due to stringent government restrictions on promotion and advertising of tobacco products, new product introduction is an important marketing instrument for KT&G. We hypothesize that a new product carries critical This is the information that subsequently influences consumer preferences. introduction effect. We propose an aggregate random coefficient logit model wherein the parameters evolve as a function of the introduction and exogenous effects. This model allows us to separate the two effects and examine their relative significance. Another key research question we study is how the firm reacts to the To answer this question, we build two supply side models. preference changes. First, we specify the firm's pricing model which elucidates the influence of the timevarying preferences on the firm's pricing decisions. Second, we model the firm's decisions regarding new product design and introduction. This model clarifies the firm's decision process regarding the new product under the time-varying consumer preferences. This study provides valuable insights into the sources of preference Also, it changes, and how firms' decisions shape the fundamentals of the market. sheds light on the role and the value of new products design and introduction. proposed model can help a firm develop a new product strategy that will move consumer preferences in a preferred direction. In many categories consumers display cyclical buying: they repeatedly The purchase in the category for several periods, followed by several periods of not buying. One possible explanation for such cyclicality is the joint effect of habit and boredom on repeated purchasing. In Chapter 3, we propose a Markov regime-switching random coefficient logit model to represent these behaviors as stochastic switching between high and low category purchase tendencies. The main feature of the proposed model is that it divides the stream of purchase decisions of a consumer into distinct regimes with different parameter values that characterize high versus low purchase tendencies. In an empirical application of the model to purchases of yogurt-buying households we find that as many as 40.8% display cyclicality between high and low yogurt purchasing tendencies. We show (via simulation) that alternating between high and low purchase tendencies corresponds with changing levels of consumer inventory in a substitute category. If one ignores this phenomenon, a correlation between yogurt inventory and the unexplained part (or error term) in utility arises leading to biased estimates. Predictions from the proposed model track observed yogurt purchases of households over time closely, and the model also fits better than three benchmark models. Also, we show that cyclicality in buying has a key implication for a firm's price promotion strategies: a price reduction that is offered to a household during its high purchasing tendency period will result in greater increases in sales than one that is offered during its low purchasing period. This opens up a new dimension for enhancing the effectiveness of promotions - customized timing of price reductions.

Download or read book Essays on Consumer Purchase Decisions and Health and Nutrition Information on Functional Foods written by Ratapol Teratanavat and published by . This book was released on 2005 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: Functional foods have received increasing attention from consumers and food producers and manufacturers over the past years, yet few studies have examined economic and marketing issues that are related to foods with additional health benefits beyond basic nutrients. This dissertation consists of three papers that employ different techniques to understand consumer behavior in this domain. The first essay applies a choice experiment to examine consumer valuation of various attributes of functional foods, using a statewide mail survey. Results indicate that consumers place positive value on health benefits and ingredient naturalness. Moreover, they are willing to pay higher prices for products having these attributes. The data also reveal that taste preferences tend to vary across consumers. Individual characteristics that tend to affect preferences include age, education, and income level. Past purchase behavior for functional foods, organic foods, and natural foods also has significant influence on preferences. The second essay uses the Elaboration Likelihood Model as a theoretical framework to understand the role of health claims in consumer assessment of products. Previous research and theory related to the role of health claims in persuasive messages has portrayed health claims as having little effect on consumers' attitudes. The present research, however, suggests this conclusion may be premature. A new conceptualization of the role of health claims in persuasion is proposed. Practical significance of the laboratory studies is discussed in light of recent changes in product design as well as changes in FDA rules regarding label claims. The third essay focuses on the Food and Drug Administration (FDA)'s recently amended policy on food labeling. This policy allows different qualified levels of health claims on product labels, based on the strength of scientific evidence supporting the claims. This essay examines whether consumers understand and can differentiate between these qualified health claims. Results show that people do not perceive significant differences between the different levels of qualified claims. An additional experiment suggests that a visual aid may be an important device to help consumers understand the scientific basis supporting a claim.

Download or read book The Psychology of Design written by Rajeev Batra and published by Routledge. This book was released on 2015-07-24 with total page 395 pages. Available in PDF, EPUB and Kindle. Book excerpt: Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.

Download or read book The Influence of Color on Consumer Judgments of Key Product Attributes written by Samam Zehra and published by . This book was released on 2021 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation consists of three essays exploring the influence of color on consumer judgments of key product attributes. Essay 1 extends the understanding of the perceived size and weight estimations of consumer products as influenced by the interaction of color saturation level of a chromatic color design element/label (foreground) and an achromatic background color (gray or black; product body color). Essay 2 explores the effect of a child model’s clothing color and color saturation level, on consumers’ perceptions and evaluations of the child model, and on resulting propensity to donate to charity appeals using the child model. Lastly, Essay 3 studies the effect of perception of time scarcity of consumers on their perceptions and evaluations of hedonic and utilitarian products and resulting purchase intentions and willingness to pay.

Download or read book Product Design and Its Influence on Consumers Behavior written by Annika Wiecek and published by . This book was released on 2018* with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumer Behavior marketing and Its Impact on Product Quality and Industrial Design written by Chen-fu Daniel Chen and published by . This book was released on 1991 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: