Abstract
Design has a vital role to play in the Marketing Mix and can shape a person’s overall reaction to a product including its pricing. Designers, for their part, are key cultural intermediaries between the product or services and the consumer but empirical research testing preferences for products, segmented by nationality and gender, shows that the value placed on designs by consumers can vary widely, with personal variables mediating reactions. This
paper examines the part played by nationality and gender in negotiating value for the consumer and an understanding of the impact these variables can have on design preferences will help designers and marketers perceive the strength of an interactionist rather than universalist approach to design, permitting an understanding of how others negotiate meanings.
paper examines the part played by nationality and gender in negotiating value for the consumer and an understanding of the impact these variables can have on design preferences will help designers and marketers perceive the strength of an interactionist rather than universalist approach to design, permitting an understanding of how others negotiate meanings.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 19th DMI: Academic Design Management Conference: Design Management in an Era of Disruption, 4 September 2014, pp. 143-167 |
| Publisher | Design Management Institute |
| Pages | 143-167 |
| ISBN (Print) | 978-0-615-99152-8 |
| Publication status | Published - 4 Sept 2014 |
| Event | 19th DMI: Academic Design Management Conference : Design Management in an Era of Disruption - London, United Kingdom Duration: 2 Sept 2014 → 4 Sept 2014 |
Conference
| Conference | 19th DMI: Academic Design Management Conference |
|---|---|
| Country/Territory | United Kingdom |
| City | London |
| Period | 2/09/14 → 4/09/14 |