JM Insights in the Classroom | New Product Design: Concept, Measurement, and Consequences

Christian Homburg, Martin Schwemmle, and Christina Kuehnl
 

 

 
Key Takeaways

What is product design? 
How do consumers  perceive product design?
How can researchers measure product design?
How does product design impact consumer behavior?

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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. 

 

JM Insights in the Classroom: PowerPoint Slides

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

Topic Area: Product Design 

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ABOUT THE AUTHOR:
Christian Homburg, Martin Schwemmle, and Christina Kuehnl
Christian Homburg, University of Mannheim; Martin Schwemmle, University of Mannheim; and Christina Kuehnl, University of Mannheim

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