%0 Journal Article
%T ConsumersĄŻ responses to product design: Using a Semantic Priming Task to assess automatic understanding of product positioning
%A Caroline Cuny
%A Claire-Lise Ackermann
%A Imene Belboula
%A Jean-Pierre Mathieu
%J International Journal of Market Research
%@ 2515-2173
%D 2019
%R 10.1177/1470785318777429
%X Lack of understanding of new productsĄŻ positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new productĄŻs positioning to consumers. Drawing on the theoretical foundations of implicit cognition and the results of an empirical study, this article demonstrates that the Semantic Priming Task is a valuable tool to evaluate perceived product positioning conveyed by product design and to help practitioners in their decision-making with regard to product design
%K positioning
%K product design
%K Semantic Priming Task
%U https://journals.sagepub.com/doi/full/10.1177/1470785318777429