Consumers' responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning
Imene Belboula, Claire-Lise Ackerman, Jean-Pierre Mathieu and Caroline Cuny
Lack of understanding of new products' positioning is one of the reasons proposed for their failure.
Introduction
This article aims to investigate whether an implicit measure can be used to assess automatic understanding of product positioning that is conveyed by product design. Positioning is the act of building a credible, attractive, and distinctive place in
