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A nonconscious processing explanation of consumer response to product design
Author(s) -
Veryzer Robert W.
Publication year - 1999
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199909)16:6<497::aid-mar4>3.0.co;2-z
Subject(s) - psychology , product (mathematics) , preference , product design , consumer behaviour , process (computing) , cognitive psychology , marketing , social psychology , computer science , business , economics , geometry , mathematics , microeconomics , operating system
Even though there is an established body of research concerning nonconscious memory processes and how they may influence preference formation, the importance of this work for understanding consumers' responses to product designs has been largely overlooked. Although evidence that product design can have a significant influence on consumers' reactions to products continues to grow, the process(es) by which responses to designs are formulated has received relatively little attention. The primary purposes of this article are to develop a nonconscious processing explanation of consumer response to product design and to focus attention on the area of design processing. A conceptual basis for understanding product design response formation is provided by research relating to various aspects of nonconscious processing (e.g., mere exposure, implicit learning). The implications of the proposed approach for consumer behavior and marketing are explored. Finally, several suggestions for future research directions are discussed. © 1999 John Wiley & Sons, Inc.