Conceptual Consumption: Why We Consume Based on Mental Concepts

Felix Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener and Katharina Holl
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Felix Sand: COBE GmbH
Anna-Katharina Frison: Technische Hochschule Ingolstadt
Pamela Zotz: COBE GmbH
Andreas Riener: Technische Hochschule Ingolstadt
Katharina Holl: COBE GmbH

Chapter 6 in User Experience Is Brand Experience, 2020, pp 95-112 from Springer

Abstract: Abstract The way we interact with products as well as the effects this interaction provokes inside our brains follows certain rules. Brands and products send signals that we decode mainly unconsciously. There is a rule-based connection between the characteristics of a product and the underlying mental level it triggers. We judge products based on their physical characteristics and their behavior, and we prefer those products whose characteristics are harmonic with our goals and motives. This phenomenon called conceptual consumption defines whether we buy or use products with a soft-sounding brand name or a cold color scheme and a sharp design language. The more senses are addressed by a product, the higher its prospects of success. Understanding the phenomenon of conceptual consumption is essential for the application of the UXi Method, which will be introduced in Chap. 7 .

Date: 2020
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DOI: 10.1007/978-3-030-29868-5_6

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