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

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).



Citation:

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.

Authors

Sarah Wilner, Wilfred Laurier University, Canada



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations

Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex

Read More

Featured

Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments

Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France

Read More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.