Consumers’ responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning

Imene Belboula, Claire-Lise Ackermann (), Jean-Pierre Mathieu () and Caroline Cuny
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Imene Belboula: Université Blida 2
Claire-Lise Ackermann: ESC [Rennes] - ESC Rennes School of Business
Jean-Pierre Mathieu: UP13 - Université Paris 13
Caroline Cuny: EESC-GEM Grenoble Ecole de Management, ComUE Grenoble Alpes - Communauté des universités et établissements de Grenoble Alpes

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Abstract: Lack of understanding of new products' positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product's positioning to consumers. Drawing on the theoretical foundations of implicit cognition and the results of an empirical study, this article demonstrates that the Semantic Priming Task is a valuable tool to evaluate perceived product positioning conveyed by product design and to help practitioners in their decision-making with regard to product design.

Keywords: Keywords positioning; product design; Semantic Priming Task (search for similar items in EconPapers)
Date: 2018-06-27
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Published in International Journal of Market Research, 2018, 61 (2), pp.140-156. ⟨10.1177/1470785318777429⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02127743

DOI: 10.1177/1470785318777429

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