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PSYCHOPHYSICAL THINKING IN BUSINESS: PRODUCTS AND CONCEPTS
Author(s) -
MOSKOWITZ HOWARD R.
Publication year - 2005
Publication title -
journal of sensory studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.61
H-Index - 53
eISSN - 1745-459X
pISSN - 0887-8250
DOI - 10.1111/j.1745-459x.2005.00034.x
Subject(s) - product (mathematics) , computer science , new product development , consumer research , psychology , product testing , cognitive psychology , marketing , management science , mathematics , business , engineering , geometry
Psychophysical thinking informs both concept development and product design. With products, the researcher systematically varies ingredients/processes and measures consumer reactions such as acceptance and sensory impressions. The product data generate a model showing how the formulations drive ratings. With concepts (and package designs), the researcher systematically varies the presence/absence of elements/pictures and measures consumer reactions such as acceptance or appropriateness. The concept data generate a model showing how the elements drive reactions. Concept and product research look for relations among variables, at once to understand and also to engineer consumer‐acceptable products and messaging.