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Related Experiment Videos

Determining the 'consumer object'.

K Gregory1

  • 1Keir Gregory Research, Pear Tree Farm, Hoton, Nr Loughborough, Leicestershire, UK.

Applied Ergonomics
|March 1, 1982
PubMed
Summary
This summary is machine-generated.

Marketing psychologists analyze consumer objects by understanding their denotive (functional) and connotive (emotive) meanings. A numerate technique is presented to assess these complex consumer object meanings for better marketing strategies.

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Area of Science:

  • Marketing Psychology
  • Consumer Behavior Analysis
  • Sensory Marketing

Background:

  • The world is perceived as a complex of dichotomous constructs forming objects.
  • Understanding 'consumer objects' is crucial for marketing psychologists.
  • Stimuli meaning can be categorized into denotive (functional) and connotive (emotive) aspects.

Purpose of the Study:

  • To determine the nature of consumer objects.
  • To explore the importance of both denotive and connotive meanings in meeting consumer needs.
  • To introduce a method for numerically assessing consumer objects.

Main Methods:

  • Analysis of the denotive (functional) aspects of consumer objects.
  • Exploration of the more covert connotive (emotive/affective) aspects of consumer objects.

Related Experiment Videos

  • Description of a technique for the numerate assessment of consumer objects.

    • Main Results:

    • Denotive meaning is generally more apparent than connotive meaning.
    • Covert methods are required to uncover the connotive aspects of consumer objects.
    • Examples of connotive meaning analyses and a numerate assessment technique are provided.

    Conclusions:

    • Both functional and emotive aspects are vital for fulfilling consumer needs.
    • A structured approach, including numerate assessment, can enhance the understanding of consumer objects.
    • This framework aids marketing psychologists in comprehending and leveraging consumer object meaning.