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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Imene Belboula & Claire-Lise Ackermann & Jean-Pierre Mathieu & Caroline Cuny, 2018. "Consumers’ responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning," Grenoble Ecole de Management (Post-Print) hal-02127743, HAL.
    • Handle: RePEc:hal:gemptp:hal-02127743
    DOI: 10.1177/1470785318777429
    as

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