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Title: The use of visual mental imagery in new product design
Authors: Gorn, Gerald J.
Chattopadhyay, Amitava
Dahl, Darren W.
Keywords: Studies
Statistical analysis
Product design
Issue Date: Feb-1999
Citation: Journal of marketing research, v. 36, no. 1, Feb. 1999, p. 18-28
Abstract: A study seeks to advance the understanding of how marketing can facilitate the new product design process. It focuses on how designers' use of a specific cognitive process, visual mental imagery, can influence the customer appeal of a design. A conceptual framework for examining how visual imagery might influence the customer appeal of a design output is presented. This is followed by 2 experiments that test the hypotheses that flow from the proposed model. The experiments manipulate the type of visual imagery used and the incorporation of the customer in the imagery invoked and then examine its effects on the usefulness, originality and customer appeal of the resulting design. Consistent with the framework and the proposed hypotheses, the findings show that including the customer in imagination visual imagery during the design process has a greater effect on the usefulness of the design produced than including the customer in memory visual imagery.
Rights: Reprinted with permission from JMR, Journal of Marketing Research, published by the American Marketing Association, Darren W. Dahl, Amitava Chattopadhyay, Gerald J. Gorn, Feb. 1999, v.36, no. 1, p. 18-28.
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