Learning by doing - frequency of exhibiting at UK trade exhibitions

In this paper, an exploratory qualitative study of the communication between packages and consumers found a recurring theme of duplicity in consumers' interpretations of product labelling and packaging. Therefore, a normative framework is proposed to guide the design of effective communication in product packaging. Based on Habermas' theory of communicative competence, the framework suggests that a set of norms (i.e. the norm of truthfulness, the norm of sincerity, the norm of comprehensibility and the norm of legitimacy) can guide the complex task of designing good product packaging. By following these normative guidelines, marketers can both aggressively position their package to attract and promote, while concurrently avoiding package communication that may be construed as duplicitous. The theory provides a useful benchmark against which both public policy makers and manufacturers can evaluate the level of distortion in labelling and packaging. Consumers should benefit in terms of a clearer depiction of the product offering in the market-place. Marketers adopting these guidelines should benefit from a reduction in the level of package-generated consumer cynicism and an increased potential for enhanced long-term customer relationships.     

Innovations and technological comebacks

Motivated by the comeback of the vinyl, we explore the idea that the success of a third-generation technology (digital music) can have adverse effects on the second generation (CD) but positive effects on the first one (vinyl). This phenomenon arises in a market if the process of innovation is not transitive. In particular, we identify a condition such that the second generation completely substitutes the first one, the third generation completely substitutes the second one, but the first and the third generations have enough complementarities to coexist. Beyond the case of music industry, our model has implications on product positioning and product design.     

The different roles of product originality and usefulness in generating word-of-mouth

This paper explores how the dimensions of new products, specifically, the originality and usefulness of the products, influence word-of-mouth (WOM). In four studies, using lab and field setups, we find that originality and usefulness have different effects on WOM. We show that consumers spread more WOM about original products, but the valence of what they say depends on the usefulness of the product. Therefore, originality enhances the effect of usefulness such that consumers spread relatively more and more positively valenced WOM about original and useful products compared to less original but equally useful products. Conversely, consumers spread more and more negatively valenced WOM about original products that are not useful compared to less original products with the same level of low usefulness. The results indicate that product originality should be managed carefully when developing and positioning new products. Although originality increases buzz, it might lead to negatively valenced WOM when the usefulness of the product is perceived to be low.     

Appreciating Anonymity: An Exploration of Embarrassing Products and the Power of Blending In

While most research suggests using ostentatious packaging as a strategy to increase sales, using such packaging for embarrassing products can actually decrease purchase intentions. Five studies explore two components of packaging that influence product anonymity and the relationship between anonymity, embarrassment, and purchase intentions. The studies use a variety of methods including one field study, three scenario-based experiments, and one virtual reality video study with a behavioral component. This research contributes to retailing literature by examining the effect of packaging dimensions on product anonymity and the subsequent impact on embarrassment and purchase intentions. We consistently show more anonymously packaged products are perceived as less embarrassing and are more likely to be purchased than less anonymously packaged products. Consumers are able to circumvent undesirable stigmas associated with embarrassing products by selecting products that are more anonymously packaged and positioned in the store. Additionally, increased sales due to product packaging differences are more likely when an embarrassing product is positioned in an aisle versus on an endcap. Promotional incentives, such as coupons, in-store discounts, or bonus buys, can mitigate the negative effect of embarrassment onto purchase intentions. These findings have important implications to our understanding of shopper behavior when threatened with embarrassment.     

Effects of metaphoric advertising among mainland Chinese consumers

An experiment was conducted among mainland Chinese consumers in order to determine the effects of metaphors in illustrations and headlines on advertisement and brand attitudes and behavioural intentions for symbolic and utilitarian products. The results showed that metaphors had differing effects depending on product type and whether they were used in illustrations or the headlines. The use of metaphors in headlines for symbolic products generally resulted in less favourable attitudes and behavioural intentions than non-metaphoric headlines. However, the use of a non-metaphoric headline with a metaphoric illustration resulted in the most favourable attitudes and behavioural intentions, while the use of metaphors in both advertisement elements was the least effective. In contrast, metaphoric headlines for utilitarian products enhanced attitudes and behavioural intentions more than non-metaphoric headlines. No superiority of metaphoric illustrations was observed.     

Why display motion on packaging? The effect of implied motion on consumer behavior

Visual packaging elements play a crucial role in influencing consumer behavior in stores. Front of pack (FOP) formats frequently present images of the product in motion (i.e., implied motion), especially in food categories. Despite the popularity of implied motion in real-world business, little research has been done to understand its effect on consumer behavior. To fill this gap, the present study adopts an evolutionary lens to investigate the impact of implied motion as a packaging design technique on consumers’ attention, product evaluation, purchase intention and choice. We carried out two experiments using realistic milk and orange juice packaging. Specifically, Experiment 1 was conducted in a lab using an eye tracking method to provide an objective measure of attention. The findings show that implied motion significantly increases visual attention and consequently generates more frequent choices. Using an online experimental design and declarative measures, Experiment 2 indicates that implied motion also enhances freshness, which translates into greater tastiness, product attractiveness and, ultimately, purchase intention. The study provides marketers with an inexpensive yet efficient way to enhance in-store marketing performance by incorporating implied motion into the FOP design.     

无缝运动内衣的产品设计与工艺

随着人们对内衣的要求越来越高以及针织技术的进一步完善,新一代一次成型针织无缝内衣应运而生;在不同的场合对于自身内衣功能要求也不同,快乐运动的生活方式已成为人们普遍的日常生活,无缝运动内衣的产品设计与工艺的特点也成为内衣行业发展方向.详述了无缝内衣产品的特点,应用产品独有特性设计及生产技术的优势.提出无缝运动内衣产品的开发要素,并展望了该产品的市场前景.     

Particle swarm optimization for optimal product line design

Designing optimal products is one of the most critical activities for a firm to stay competitive. Except for genetic algorithms, previous approaches that solve the optimal product line design problem provide the decision maker with a single best solution. Furthermore, they assume a static market, in which the incumbent firms will not respond to the entrance of a new player. In this paper we apply a new population-based algorithm called particle swarm optimization to the problem and employ a Monte Carlo simulation to compare its performance to that of genetic algorithms. The results indicate that the proposed particle swarm optimization algorithm constitutes an attractive alternative for solving the optimal product line design problem because its performance is comparable to that of genetic algorithms concerning the best solution found while it outperforms genetic algorithms regarding the diversity of the final set of provided solutions. Furthermore, we use concepts from game theory to illustrate how the algorithm can be extended to incorporate retaliatory actions from competitors. The dynamic approach is illustrated through a real-world case in which a firm intends to enter the Greek retail milk market. While employing highly simplifying assumptions, the incorporation of the Nash equilibrium concept provides useful insights, such as the attribute levels that may be resistant to competitive reactions and the incumbent firms that will benefit most in the long term.     

Strategies to reduce product proliferation

Major problems associated with product proliferation include higher production, inventory, and record-keeping costs; increased expenses associated with trade promotions and slotting fees; added consumer confusion and stress; and increased susceptibility to stockouts. This article describes how a firm can limit product proliferation without incurring reduced sales or lowering consumer loyalty. An effective product proliferation reduction program needs to be based on several principles: resisting the temptation of asking consumers if a greater assortment is required; classifying goods into consumer behavior-based tiers; using interfunctional product pruning teams; practicing mass customization, where appropriate; placing absolute limits on product choice; and implementing effective strategies for product pruning.     

The aesthetic fidelity effect

Product aesthetics is a powerful means for achieving competitive advantage. Yet most studies to date have focused on the role of aesthetics in shaping pre-purchase preferences and have failed to consider how product aesthetics affects post-purchase processes and consumers' usage behavior. This research focuses on the relationship between aesthetics and usage behavior in the context of durable products. Studies 1A to 1C provide evidence of a positive effect of product aesthetics on usage intensity using market data from the car and the fashion industries. Study 2 corroborates these findings and shows that the more intensive use of highly aesthetic products may lead to the acquisition of product-specific usage skills that form the basis for a cognitive lock-in. Hence, consumers are less likely to switch away from products with appealing designs, an effect that is labeled as the ‘aesthetic fidelity’ effect. Study 3 addresses an alternative explanation for the ‘aesthetic fidelity effect’ based on mood and motivation but finds that the ‘aesthetic fidelity’ effect is indeed determined by usage intensity. Finally, Study 4 identifies a boundary condition of the positive effect of product aesthetics on product usage, showing that it is limited to durable products. In sum, this research demonstrates that the effects of product aesthetics extend beyond the pre-consumption stage and have an enduring impact on people's consumption experiences.     

Using product design strategically to create deeper consumer connections

Historically, product design has most often been considered a process for creating functional differentiation through added features, superior performance, and so forth. However, with the advent of more design-oriented companies, such as Apple, Dyson, and others, design is increasingly being seen as an important strategic tool in creating preference and deeper emotional value for the consumer. In this research, we show how different design elements may be used strategically to create two very different outcome chains from a consumer's perspective. This work shows that certain design elements are more likely to create functional product differentiation and transactional consumer outcomes, while other design strategies tap a more emotional form of value creation. As we show, an emotional focus in value creation is more likely to create desired and powerful outcomes such as loyalty, joy of use, and even passion. Given current business trends towards relationship-based customer management, this emphasis on emotional value creation through product design is particularly relevant. In order to make these ideas actionable, we offer specific product design strategies that managers can use to enhance the transactional and relational value of their customer relationships.     

Who will embrace upward line extension? The role of power distance belief

Upward line extension is a significant strategy for enterprise brand management and market expansion. However, a new status product launched by a non-status brand through upward line extension inevitably forms a competitive relationship with the status product launched by a status brand. Based on the categorization theory, this study explores the influence of status product type (non-extended status product, upward-extended status product) on consumer responses and its potential psychological mechanisms. Furthermore, it examines the moderating role of power distance belief (PDB) in the relationship between status product type and consumer responses. The results indicate that consumers develop lower product evaluations and purchase intentions for upward-extended status products compared to non-extended status products (Studies 1, 2a, 2b, and 2c). Perceived fit and signaling effectiveness mediate the effect of status product type on consumer responses (Study 1). More importantly, PDB moderates the effect of status product type on consumer responses, as high-PDB consumers respond similarly to upward-extended and non-extended status products, whereas low-PDB consumers respond more negatively to upward-extended status products compared to non-extended status products (Studies 2a, 2b, and 2c). Perceived fit and signaling effectiveness mediate the interaction effect between PDB and status product type on consumer responses (Studies 2a and 2b). This study augments the literature on vertical brand extension and PDB, and provides practical guidance for marketers intending to launch upward line extension.     

Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective

In the online retail market, consumers' uncertainty about products caused by the physical separation between consumers and products has long been an obstacle. In recent years, online retailers have begun to display their products by using augmented reality technology. However, whether and how the features of augmented reality influence consumers’ product uncertainty remains unclear. In this study, we explore the effects of augmented reality features on product uncertainty reduction and product attitude. The results show that augmented reality can reduce product quality and fit uncertainty by increasing perceived informativeness, sense of presence, and mental imagery. The relationship between augmented reality features and product uncertainty reduction are moderated by product involvement, need for sensory richness and self-brand connection. Ultimately, the reduction of product uncertainty leads to positive product attitude.