Product Design Perception and Brand Categorization

The authors propose a theoretical framework for the perceptual processing of information picked up from product design elements (such as product form) and its influence on consumers' conceptual knowledge and categorization of brands. The proposed theory of consumer knowledge and brand categorization draws from the ecological approach to visual perception, principles of object recognition by components in perceptual psychology, and the emerging perception-based theory of cognition as a perceptual symbol system. The authors describe four bases of brand categorization derived from product design information, provide examples of each, review empirical findings, and discuss implications for consumer research and new product design.


Robert Kreuzbauer and Alan J. Malter (2007) ,"Product Design Perception and Brand Categorization", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 240-246.


Robert Kreuzbauer, University of Illinois at Urbana-Champaign
Alan J. Malter, University of Arizona


NA - Advances in Consumer Research Volume 34 | 2007

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