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New Product Design: Concept, Measurement, and Consequences

New Product Design: Concept, Measurement, and Consequences

Christian Homburg, Martin Schwemmle and Christina Kuehnl

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Teaching Insight:

The slides provide an answer to the questions: (1) What is product design? (2) How do consumers perceive product design? (3) How can researchers measure product design? (4) How does product design impact consumer behavior?

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Related Marketing Courses
Principles of Marketing, Core Marketing, Introduction to Marketing ManagementBrand Management​; Consumer Behavior and Innovation/New Product Development

Full Citation: ​
Homburg, Christian, Martin Schwemmle, and Christina Kuehnl (2015), “New Product Design: Concept, Measurement, and Consequences,” Journal of Marketing, 79 (3), 41-56.

Article Abstract
Product design is a source of competitive advantage for companies and is an important driver of company performance. On the basis of an extensive literature review and consumer interviews, the authors define product design and its dimensions. Using data from three samples (6,418 U.S. consumers and 1,083 and 583 European consumers), the authors develop and validate a new scale to measure product design along the three dimensions of aesthetics, functionality, and symbolism. Additionally, they investigate the impact of these design dimensions on purchase intention, word-of-mouth, and willingness-to-pay. Results indicate that the design dimensions positively influence willingness-to-pay and also have a positive effect on purchase intention and word-of-mouth, both directly and indirectly via brand attitude. 


Special thanks to Kelley Gullo, a Ph.D. candidate at Duke University, for her support in working with authors on submissions to this program. 

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Christian Homburg is Professor of Business Administration and Marketing and Chairman, Department of Marketing & Sales, University of Mannheim, Germany; and Professorial Fellow, University of Manchester, UK.