Pub Date : 2017-10-24DOI: 10.1515/gfkmir-2017-00018
A. Stephen, Yasmeen Ahmad
Abstract In the good old times shop manager knew their customers personally and were able to tailor offerings to their needs and desires. But how can we create meaningful moments for connected consumers in global markets? Yasmeen Ahmad explains how in digital times data fill in. Smart algorithms help generate insights and enable real time action to provide the right product and service to the right customer at the right time. Companies that don’t want to be left behind a digital elite need to remain close to their customers across multiple digital touchpoints. Being capable of reading, interpreting and acting upon consumers` traces is a prerequisite.
{"title":"Recreating Intimacy With Connected Consumers","authors":"A. Stephen, Yasmeen Ahmad","doi":"10.1515/gfkmir-2017-00018","DOIUrl":"https://doi.org/10.1515/gfkmir-2017-00018","url":null,"abstract":"Abstract In the good old times shop manager knew their customers personally and were able to tailor offerings to their needs and desires. But how can we create meaningful moments for connected consumers in global markets? Yasmeen Ahmad explains how in digital times data fill in. Smart algorithms help generate insights and enable real time action to provide the right product and service to the right customer at the right time. Companies that don’t want to be left behind a digital elite need to remain close to their customers across multiple digital touchpoints. Being capable of reading, interpreting and acting upon consumers` traces is a prerequisite.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"9 1","pages":"48 - 53"},"PeriodicalIF":0.0,"publicationDate":"2017-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2017-00018","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792707","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-10-24DOI: 10.1515/gfkmir-2017-0017
Lev Muchnik, J. Goldenberg
Abstract Most analyses of the social structure of a network implicitly assume that the relationships in the network are relatively stable. We present evidence that this is not the case. The focal network of this study grew in bursts rather than monotonously over time, and the bursts were highly localized. Links were added and deleted in nearby localities and are not randomly dispersed throughout the network. Also changes in structure lead to simultaneous changes in self-stated interests of its members. For SNA marketing applications the findings suggest interesting improvements. Local bursts around a seed can change the structure of the network dramatically and therefore a marketer’s influence and his chances of success. Therefore, network measurements should be carried out more frequently and closer to the actual implementation of a seeding campaign. To detect these abrupt, dramatic local changes marketers also use a finer resolution. Further, recommendation algorithms that simultaneously account for changes in network structure and content should be applied.
{"title":"Seeding on Moving Ground: How Understanding Network Instability Can Improve Message Dissemination","authors":"Lev Muchnik, J. Goldenberg","doi":"10.1515/gfkmir-2017-0017","DOIUrl":"https://doi.org/10.1515/gfkmir-2017-0017","url":null,"abstract":"Abstract Most analyses of the social structure of a network implicitly assume that the relationships in the network are relatively stable. We present evidence that this is not the case. The focal network of this study grew in bursts rather than monotonously over time, and the bursts were highly localized. Links were added and deleted in nearby localities and are not randomly dispersed throughout the network. Also changes in structure lead to simultaneous changes in self-stated interests of its members. For SNA marketing applications the findings suggest interesting improvements. Local bursts around a seed can change the structure of the network dramatically and therefore a marketer’s influence and his chances of success. Therefore, network measurements should be carried out more frequently and closer to the actual implementation of a seeding campaign. To detect these abrupt, dramatic local changes marketers also use a finer resolution. Further, recommendation algorithms that simultaneously account for changes in network structure and content should be applied.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"9 1","pages":"42 - 47"},"PeriodicalIF":0.0,"publicationDate":"2017-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792729","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-04-27DOI: 10.1515/gfkmir-2017-0003
C. Zott, R. Amit
Abstract It is not only products or services that are becoming obsolete but also organizational processes and systems because they simply no longer create enough value. To seamlessly account for the digitalization of the business and the customer side, new ideas are mandatory, and the whole business model is increasingly becoming the new source of innovation. A new, smartly designed business model can increase the total value created for all stakeholders, including customers, partners and suppliers. The three design elements that characterize a company’s activity system are content, structure and governance. Changing one or more of these elements means changing the entire model, and if the new business model is “new to the world” and not just “new to the company” it can be considered real business model innovation. Content, structure and governance can be highly interdependent; they need to be in line with value creation and capture the goals of the company, such as its revenue model.
{"title":"Business Model Innovation: How to Create Value in a Digital World","authors":"C. Zott, R. Amit","doi":"10.1515/gfkmir-2017-0003","DOIUrl":"https://doi.org/10.1515/gfkmir-2017-0003","url":null,"abstract":"Abstract It is not only products or services that are becoming obsolete but also organizational processes and systems because they simply no longer create enough value. To seamlessly account for the digitalization of the business and the customer side, new ideas are mandatory, and the whole business model is increasingly becoming the new source of innovation. A new, smartly designed business model can increase the total value created for all stakeholders, including customers, partners and suppliers. The three design elements that characterize a company’s activity system are content, structure and governance. Changing one or more of these elements means changing the entire model, and if the new business model is “new to the world” and not just “new to the company” it can be considered real business model innovation. Content, structure and governance can be highly interdependent; they need to be in line with value creation and capture the goals of the company, such as its revenue model.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"9 1","pages":"18 - 23"},"PeriodicalIF":0.0,"publicationDate":"2017-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2017-0003","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-04-29DOI: 10.1515/gfkmir-2016-0005
N. Smith
Abstract Some big companies have discovered opportunities to bolster their bottom line in emerging and developing markets by creating social value at the same time as generating economic returns. In the pharma industry some have taken the lead in using this concept of shared value to innovate and grow their business, especially in developing markets. Eli Lilly launched the NCD partnership to combat diabetes in underserved areas around the globe. The partnership improves awareness of the disease and access to treatment and drugs, among other things. But the initiative is also intended to help its emerging-markets business units meet ambitious growth targets. Novartis has established the Social Business Group, a unit within the parent company to develop the initiative Arogya Parivar, dedicated to getting much-needed medicines to some of India’s most remote villages. Its impact translates to providing 42 million people with improved access to healthcare across an estimated 33,000 villages, according to Novartis. It has surpassed company expectations by breaking even in its 31st month of operations. Both cases offer valuable insight into challenges that companies aiming for shared value need to overcome.
{"title":"From Corporate Philanthropy to Creating Shared Value: Big Pharma’s New Business Models in Developing Markets","authors":"N. Smith","doi":"10.1515/gfkmir-2016-0005","DOIUrl":"https://doi.org/10.1515/gfkmir-2016-0005","url":null,"abstract":"Abstract Some big companies have discovered opportunities to bolster their bottom line in emerging and developing markets by creating social value at the same time as generating economic returns. In the pharma industry some have taken the lead in using this concept of shared value to innovate and grow their business, especially in developing markets. Eli Lilly launched the NCD partnership to combat diabetes in underserved areas around the globe. The partnership improves awareness of the disease and access to treatment and drugs, among other things. But the initiative is also intended to help its emerging-markets business units meet ambitious growth targets. Novartis has established the Social Business Group, a unit within the parent company to develop the initiative Arogya Parivar, dedicated to getting much-needed medicines to some of India’s most remote villages. Its impact translates to providing 42 million people with improved access to healthcare across an estimated 33,000 villages, according to Novartis. It has surpassed company expectations by breaking even in its 31st month of operations. Both cases offer valuable insight into challenges that companies aiming for shared value need to overcome.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"8 1","pages":"30 - 35"},"PeriodicalIF":0.0,"publicationDate":"2016-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2016-0005","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792651","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-04-29DOI: 10.1515/gfkmir-2016-0006
T. Osburg
Abstract Many companies seek to take over more responsibility for their supply chain and their raw materials. Intel was one of the first companies investigating the origin of conflict minerals like tin, tantalum, gold or tungsten, which are used in many electronic products. Their path to ultimately offering conflict-free microprocessors took more than five years of consistent preparation and intensive reengineering of the business process. They identified smelters as a bottleneck in the supply chain and started cooperating closely with them to trace their minerals’ supply. By developing a bag-and-tag system the company is now able to ensure that their minerals are not sourced from illegal mines, which often finance illegal warlords, for example, in the eastern Democratic Republic of Congo. The cooperation with the smelters brings about higher demand and in consequence higher prices for the legally sourced minerals. Many small miners and their families in the region directly benefit from the higher earnings.
{"title":"Branding Raw Material to Improve Human Rights: Intel’s Ban on Conflict Minerals","authors":"T. Osburg","doi":"10.1515/gfkmir-2016-0006","DOIUrl":"https://doi.org/10.1515/gfkmir-2016-0006","url":null,"abstract":"Abstract Many companies seek to take over more responsibility for their supply chain and their raw materials. Intel was one of the first companies investigating the origin of conflict minerals like tin, tantalum, gold or tungsten, which are used in many electronic products. Their path to ultimately offering conflict-free microprocessors took more than five years of consistent preparation and intensive reengineering of the business process. They identified smelters as a bottleneck in the supply chain and started cooperating closely with them to trace their minerals’ supply. By developing a bag-and-tag system the company is now able to ensure that their minerals are not sourced from illegal mines, which often finance illegal warlords, for example, in the eastern Democratic Republic of Congo. The cooperation with the smelters brings about higher demand and in consequence higher prices for the legally sourced minerals. Many small miners and their families in the region directly benefit from the higher earnings.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"43 1","pages":"36 - 41"},"PeriodicalIF":0.0,"publicationDate":"2016-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2016-0006","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792665","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-11-01DOI: 10.1515/gfkmir-2015-0015
M. Krohn
Abstract Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosmetics” will not help much. Design creates images that stick in your mind, and if these images are thought out at the last minute, there’s a risk that they will not optimally promote the overall brand image. Integrated design not only gives form to innovations but makes them more user oriented and suitable for marketing efforts. In this case, design is - among other aspects - the actual driving force that adds magical attraction to a brand and its many touchpoints. Design follows the desire to incorporate an emotional value that consumers expect and that helps connect with the brand and offers orientation. Designers must therefore understand the target group and their sensory needs, and translate these into shape, color, material, surface and other aspects.
{"title":"Strategically Integrated Design – Helping Brands to Keep Their Promises","authors":"M. Krohn","doi":"10.1515/gfkmir-2015-0015","DOIUrl":"https://doi.org/10.1515/gfkmir-2015-0015","url":null,"abstract":"Abstract Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosmetics” will not help much. Design creates images that stick in your mind, and if these images are thought out at the last minute, there’s a risk that they will not optimally promote the overall brand image. Integrated design not only gives form to innovations but makes them more user oriented and suitable for marketing efforts. In this case, design is - among other aspects - the actual driving force that adds magical attraction to a brand and its many touchpoints. Design follows the desire to incorporate an emotional value that consumers expect and that helps connect with the brand and offers orientation. Designers must therefore understand the target group and their sensory needs, and translate these into shape, color, material, surface and other aspects.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"28 - 33"},"PeriodicalIF":0.0,"publicationDate":"2015-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2015-0015","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-11-01DOI: 10.1515/gfkmir-2015-0013
C. Townsend
Abstract Consumers construct and maintain self-concepts through the use of branded consumer products. Yet product choice not only reflects an actual or desired image of the self but can also directly influence a person’s sense of self and even boost self-esteem. The aesthetics of a product is an attribute that has the power to transform how consumers perceive themselves. The mere act of choosing a beautiful product over a less good-looking one affirms people’s sense of self - who they are and what their values are. It goes beyond personal image building and self-presentation; its impact is also turned inwards. Choice of high design works as a unique form of affirmation. It works unconsciously, and high design may even be a particularly powerful form of affirmation precisely because its relationship to the self and one’s values is not obvious. And design is more powerful than other features in this respect. Comfort and ease of use, taste and brand do not have the same self-affirming quality as design. It is not simply that “treating” oneself or going for the pleasurable option has an affirming effect; it is specific to the choice of aesthetics.
{"title":"Choosing Beauty and Feeling Good: How Attractive Product Design Increases Self-Affirmation","authors":"C. Townsend","doi":"10.1515/gfkmir-2015-0013","DOIUrl":"https://doi.org/10.1515/gfkmir-2015-0013","url":null,"abstract":"Abstract Consumers construct and maintain self-concepts through the use of branded consumer products. Yet product choice not only reflects an actual or desired image of the self but can also directly influence a person’s sense of self and even boost self-esteem. The aesthetics of a product is an attribute that has the power to transform how consumers perceive themselves. The mere act of choosing a beautiful product over a less good-looking one affirms people’s sense of self - who they are and what their values are. It goes beyond personal image building and self-presentation; its impact is also turned inwards. Choice of high design works as a unique form of affirmation. It works unconsciously, and high design may even be a particularly powerful form of affirmation precisely because its relationship to the self and one’s values is not obvious. And design is more powerful than other features in this respect. Comfort and ease of use, taste and brand do not have the same self-affirming quality as design. It is not simply that “treating” oneself or going for the pleasurable option has an affirming effect; it is specific to the choice of aesthetics.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"22 - 26"},"PeriodicalIF":0.0,"publicationDate":"2015-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2015-0013","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792492","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-11-01DOI: 10.1515/gfkmir-2015-0016
C. Carbon
Abstract How do you realistically assess the success potential of innovative products? This task is quite challenging because the Average Joe generally has an aversion to innovation. Therefore it is not really possible to get valid innovation evaluations from typical consumers. Only when we feel secure and have time to become familiar with a new thing can innovation become exciting and attractive. The “Repeated Evaluation Technique” (RET) was developed especially for the purpose of systematic familiarization with products to be evaluated. Subjects in an RET, for example, typical consumers, are encouraged to think explicitly and intensively about a product and its competitors. By forcing the subjects to engage with the material, known as the “elaboration,” the procedure helps consumers understand the product better and distinguish differences. The ascertained judgments come closer and closer to real everyday assessments that one would usually only gain after weeks and months of dealing with products.
{"title":"Predicting Preferences for Innovative Design: The “Repeated Evaluation Technique” (RET)","authors":"C. Carbon","doi":"10.1515/gfkmir-2015-0016","DOIUrl":"https://doi.org/10.1515/gfkmir-2015-0016","url":null,"abstract":"Abstract How do you realistically assess the success potential of innovative products? This task is quite challenging because the Average Joe generally has an aversion to innovation. Therefore it is not really possible to get valid innovation evaluations from typical consumers. Only when we feel secure and have time to become familiar with a new thing can innovation become exciting and attractive. The “Repeated Evaluation Technique” (RET) was developed especially for the purpose of systematic familiarization with products to be evaluated. Subjects in an RET, for example, typical consumers, are encouraged to think explicitly and intensively about a product and its competitors. By forcing the subjects to engage with the material, known as the “elaboration,” the procedure helps consumers understand the product better and distinguish differences. The ascertained judgments come closer and closer to real everyday assessments that one would usually only gain after weeks and months of dealing with products.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"34 - 39"},"PeriodicalIF":0.0,"publicationDate":"2015-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792552","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-11-01DOI: 10.1515/gfkmir-2015-0017
JoAndrea Hoegg
Abstract Research on the effect of design has tended to emphasize the aesthetic dimension of product form and its global, spontaneous, and even unconscious influence on overall product evaluation. But apart from the aesthetic aspect of design, product form has additional effects on consumer perception. When a product’s design suggests a particular level of functional performance, it can alter consumer judgment, even in the presence of ostensibly more objective written information. This finding does not only apply to a product’s overall impression, but also to how consumers evaluate individual product features. For a target feature, the presence of pictures altered the relative functional performance ratings in favor of the presented designs, but for non-target features the presenceof the picture had no effect. Hence, product form can communicate functional performance independently of global attractiveness. These insights have important implications for design creation and communication as well as for consumers. They highlight yet again the importance of close cooperation between product development, marketing and design.
{"title":"Beyond Aesthetics: Seeing Form and Believing in Function","authors":"JoAndrea Hoegg","doi":"10.1515/gfkmir-2015-0017","DOIUrl":"https://doi.org/10.1515/gfkmir-2015-0017","url":null,"abstract":"Abstract Research on the effect of design has tended to emphasize the aesthetic dimension of product form and its global, spontaneous, and even unconscious influence on overall product evaluation. But apart from the aesthetic aspect of design, product form has additional effects on consumer perception. When a product’s design suggests a particular level of functional performance, it can alter consumer judgment, even in the presence of ostensibly more objective written information. This finding does not only apply to a product’s overall impression, but also to how consumers evaluate individual product features. For a target feature, the presence of pictures altered the relative functional performance ratings in favor of the presented designs, but for non-target features the presenceof the picture had no effect. Hence, product form can communicate functional performance independently of global attractiveness. These insights have important implications for design creation and communication as well as for consumers. They highlight yet again the importance of close cooperation between product development, marketing and design.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"40 - 45"},"PeriodicalIF":0.0,"publicationDate":"2015-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/gfkmir-2015-0017","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792596","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-11-01DOI: 10.1515/gfkmir-2015-0012
R. Chitturi
Abstract Consumers purchase products with the objective of reducing pain, increasing pleasure or both. Product aesthetics primarily contribute to enhancing consumer pleasure, and utilitarian attributes, such as product functionality, primarily help reduce consumer pain. So the question is how consumers choose between the goals of reducing pain and enhancing pleasure. In the case of functional dominance, consumers attach greater importance to fulfilling their minimum utilitarian needs over their minimum hedonic ones. By contrast, if consumers have to choose between two products, and one product meets their minimum functional requirement but exceeds their minimum aesthetic expectations, while the other meets their minimum aesthetic expectations but exceeds their minimum functional requirement, they select the product with superior aesthetics. A balanced design with an optimal combination of attributes and emotional experiences will reach a greater price on the market and insure higher profits.
{"title":"Design for Affect: A Core Competency for the 21st Century","authors":"R. Chitturi","doi":"10.1515/gfkmir-2015-0012","DOIUrl":"https://doi.org/10.1515/gfkmir-2015-0012","url":null,"abstract":"Abstract Consumers purchase products with the objective of reducing pain, increasing pleasure or both. Product aesthetics primarily contribute to enhancing consumer pleasure, and utilitarian attributes, such as product functionality, primarily help reduce consumer pain. So the question is how consumers choose between the goals of reducing pain and enhancing pleasure. In the case of functional dominance, consumers attach greater importance to fulfilling their minimum utilitarian needs over their minimum hedonic ones. By contrast, if consumers have to choose between two products, and one product meets their minimum functional requirement but exceeds their minimum aesthetic expectations, while the other meets their minimum aesthetic expectations but exceeds their minimum functional requirement, they select the product with superior aesthetics. A balanced design with an optimal combination of attributes and emotional experiences will reach a greater price on the market and insure higher profits.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"16 - 21"},"PeriodicalIF":0.0,"publicationDate":"2015-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66792480","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：