A Less-Than-Immaculate Conception: Investigating the Relationship Between Product Developers and Their Imagined Consumer

Sarah Wilner, Wilfred Laurier University, Canada
I examine managers’ relationships with their imagined consumers during product development. Relationships are found to vary along two primary continua: a role orientation ranging from personal (consumer as friend) to professional (consumer as client) and an interaction dimension ranging from the intimate (empathy or shared experience) to the clinical (data dominates).
[ to cite ]:
Sarah Wilner (2011) ,"A Less-Than-Immaculate Conception: Investigating the Relationship Between Product Developers and Their Imagined Consumer", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 201-202.