FLOWER DESIGN AND BRAND PERSONALITY: HOW DOES CONSUMER PERSONALITY MODERATE THE LINK?

DESIGN DE LA FLEUR ET PERSONNALITE DE MARQUE: COMMENT LA PERSONNALITE DU CONSOMMATEUR MODERE-T-ELLE CE LIEN ?

Laure Jacquemier-Paquin (), Gaëlle Pantin-Sohier () and Caroline Lancelot Miltgen ()
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Laure Jacquemier-Paquin: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: Product design, through its sensory attributes, plays a major role in product perceptions and its understanding by consumers. It conveys rich symbolic associations and contributes to shape brand image and its personality traits. A flower is a singular product, expressive and particularly evocative by its design. Flowers can be conceptualized as brands possessing humanlike traits. An experiment on two flower varieties, tulips and roses, with 509 people, shows that shape (pointed or rounded petals) and brightness (pink for the light color or purple for the dark color) influence a flower brand's personality. Sincerity, excitement and ruggedness are associated with tulips; sophistication is linked to roses. Dark colors and sharp forms are related to competence and excitement. Then, the human personality accentuates dominant traits identified, agreeableness dimension in particular. The results confirm the power of design to shape consumer perceptions and the strong link between consumer profile and brand personality.

Keywords: « design produit »; « personnalité de la marque »; « personnalité humaine »; « données sensorielles » (search for similar items in EconPapers)
Date: 2019-01-17
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Published in International Marketing Trends Conference, Jan 2019, Venise, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01990341

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