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Psychological Meaning of Products and Product Positioning |
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| Authors: | Roberto Friedmann V. Parker Lessig |
| Affiliation: | 1. Department of Psychology, Colorado State University, Fort Collins, Colorado;2. Department of Applied Health Science, Indiana University School of Public Health, Bloomington, Indiana;3. Department of Epidemiology and Biostatistics, Indiana University School of Public Health, Bloomington, Indiana;4. Department of Health Behavior, University of Alabama, Birmingham, Alabama;5. Department of Surgery, Indiana University School of Medicine, Indianapolis, Indiana;1. University of the Thai Chamber of Commerce, 126/1 Vibhavadee-Rangsit Road, Dindaeng, Bangkok 10400, Thailand;2. Asian Institute of Management, 123 Paseo de Roxas, Makati 1229, Philippines;3. Manchester Business School, Booth Street West, Manchester M15 6PB, UK |
| Abstract: | New product positioning is an issue increasingly being considered by new products managers. An article on this topic by Crawford appeared in this Journal in 1985. Roberto Friedmann and Parker Lessig employ the concept of psychological meaning of products to discuss why and how Crawford's new product positioning typology affects the consumer. They present arguments to show that the psychological meaning of products and Crawford's typology address product positioning from complementary and converging perspectives. They also argue that psychological meaning of products can be a valuable managerial planning tool. |
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