Print Email Facebook Twitter Are modern products curved or angular?: The effect of the prototype shape on the received product meaning Title Are modern products curved or angular?: The effect of the prototype shape on the received product meaning Author Blijlevens, J. Mugge, R. Schoormans, J.P.L. Faculty Industrial Design Engineering Department Product Innovation Management Date 2009-05-26 Abstract Managers that want to incorporate a pre-defined product meaning in a design need to know how consumers relate product properties to product meanings. In past research the proposed relationships between physical properties and meanings are implied to be robust. This study showed that the physical property ‘curvature’ has a positive effect on the perceived meaning ‘modernity’, however only when the prototype of the product category has a strong curved, as opposed to angular, design. Hence, the shape of the prototype of the product category should be taken into account when designing a product meaning in a new product. Subject product-meaningprototypicalityproduct-optimization To reference this document use: http://resolver.tudelft.nl/uuid:a9b1d70e-0397-41f2-815a-ddcf16de1dad Publisher Audencia : Nantes Source EMAC 38th Conference Marketing and the Core Disciplines, 2009 / eds. J.P. Helfer & J.L. Nicolas Part of collection Institutional Repository Document type conference paper Rights (c) 2009 The Author(s) Files PDF E3B491FB.pdf 30.36 KB Close viewer /islandora/object/uuid:a9b1d70e-0397-41f2-815a-ddcf16de1dad/datastream/OBJ/view