Measuring Consumer Evaluation of Competing Product Designs

Dóra Horváth and András Bauer
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Dóra Horváth: Marketing Department, Budapest University of Economic Sciences and Public Administration H-1093 Budapest, Fővám tér 8, Hungary
András Bauer: Marketing Department, Budapest University of Economic Sciences and Public Administration H-1093 Budapest, Fővám tér 8, Hungary

Society and Economy, 2002, vol. 24, issue 3, 381-401

Abstract: Based on both marketing and applied art approaches to industrial design, a two-phase study was conducted which measured consumer evaluations of competing product designs. Study 1 has proved that product design determines consumer-preference formation in choice situations: consumers consistently attach meanings to distinctive designs and preference for a given product design even lowers price sensitivity. Study 2 has shown that the characteristics of product design determine consumer evaluations.

Keywords: product design; mobile telephones; product design; design-related consumer responses / consumer evaluations of design; product management; mobile telephones (search for similar items in EconPapers)
Date: 2002
Note: The authors would like to express their gratitude to the editors, the anonymous referees and OTKA for funding the research.
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