New Product Design: Concept, Measurement, and Consequences
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The document discusses the influence of product design on consumer perceptions, highlighting how aesthetics, functionality, and symbolism affect brand attitudes, purchase intentions, and word of mouth. A study involving over 8,000 consumers showed that aesthetics is the strongest driver of brand attitude, while functionality impacts willingness-to-pay, and symbolism affects purchase intention. Furthermore, the authors detail methods for measuring these perceptions, reinforcing the importance of product design in consumer behavior.
New Product Design: Concept, Measurement, and Consequences
- 1. From: How do consumers perceive product design, and how can we measure their perceptions? Homburg, Schwemmle, and Kuehnl (2015) Consumer perceptions of new product design can increase brand attitudes, purchase intentions, and word of mouth.
- 2. From:From: Defining product design Homburg, Schwemmle, and Kuehnl (2015) “Product design refers to a set of constitutive elements of a product that consumers perceive and organize as a multidimensional construct comprising the three dimensions of aesthetics, functionality, and symbolism.” – Homburg/Schwemmle/Kuehnl, 2015, p. 44 Definition derived from: A total of 8,159 U.S. and European consumer perceptions of product design across 14 product categories Panel, survey, and in-depth interview data
- 3. From:From: Measuring product design Homburg, Schwemmle, and Kuehnl (2015) Perceived appearance and beauty of a product: The product is visually striking The product is good looking The product looks appealing Aesthetics Functionality Symbolism Perceived ability of a product to fulfill its purpose: The product is likely to perform well The product seems to be capable of doing its job The product seems to be functional Perceived message a product communicates: The product would help me in establishing a distinctive Image The product would be helpful to distinguish myself from the mass The product would accurately symbolize my achievements Product Design
- 4. From:From: Product design positively impacts: Brand attitude Purchase intention Word of mouth (WOM) Willingness-to-pay (WTP) Aesthetics: strongest driver on brand attitude Functionality: strongest driver on willingness-to-pay Symbolism: strongest driver on purchase intention The impact of product design Homburg, Schwemmle, and Kuehnl (2015)
- 5. From:From: The impact of product design Homburg, Schwemmle, and Kuehnl (2015) Aesthetics Functionality Symbolism Brand attitude Purchase intention Word of mouth Note: Boldface arrows represent three paths: aesthetics, functionality, and symbolism. For all boldface arrows, a (+) indicates that all three paths are significant (p < .01) unless otherwise specified. Aesthetics does not significantly influence purchase intention across all investigated product categories. This effect, however, is significant (p < .05) for multimedia products. (+) (+) Functionality & Symbolism (+) (+) (+)
- 6. From:From: Homburg/Schwemmle/Kuehnl (2015) Aesthetics (A) Functionality (F) Symbolism (S) Brand attitude Purchase intention Word of mouth Note: * p < .01; All coefficients are standarized and appear near the associated path(s). Boldface arrows represent three paths: aesthetics (A), functionality (F), and symbolism (S) A: .36*; F: .30*; S: .17* A: .17*; F: .18*; S: .21* A: .002; F: .08*; S: .25* .34* .28* The impact of product design Additional/Addendum Slide:
Editor's Notes
- #6: Exact coefficients of the pathways are available as an additional slide at the end of the deck