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Psychological Meaning of Products and Product Positioning
Author(s) -
Friedmann Roberto,
Lessig V. Parker
Publication year - 1987
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.440265
Subject(s) - typology , meaning (existential) , product (mathematics) , epistemology , sociology , marketing , psychology , business , philosophy , mathematics , anthropology , geometry
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.