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Product Design Perception and Brand Categorization

Kreuzbauer, R and Malter, AJ (2007) Product Design Perception and Brand Categorization Advances in Consumer Research, 34. pp. 240-246.

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The authors propose a theoretical framework for the perceptual processing of information picked up from product design elements (such as product form) and its influence on consumers' conceptual knowledge and categorization of brands. The proposed theory of consumer knowledge and brand categorization draws from the ecological approach to visual perception, principles of object recognition by components in perceptual psychology, and the emerging perception-based theory of cognition as a perceptual symbol system. The authors describe four bases of brand categorization derived from product design information, provide examples of each, review empirical findings, and discuss implications for consumer research and new product design.

Item Type: Article
Subjects : Marketing
Divisions : Surrey research (other units)
Authors :
Malter, AJ
Date : 2007
Copyright Disclaimer : © 2007 Association for Consumer Research. All Rights Reserved. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at
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Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:38
Last Modified : 24 Jan 2020 15:08

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