This paper explores whether consumers cognitive reactions to a branded product remain stable over time. In many created concepts, entity attributes are such that cognitive reactions to them change in a predictable manner by attraction to elements of novelty and typicality in the genre. By analysing products from a luxury vehicle brand, under the framework of a theoretical model of changing 'affective content', this paper explores whether brands behave similarly. Methodology / approach The study draws upon research previously published into the changing nature of art, poetry, architecture and other artistic genres. Text from motoring press articles written contemporarily to the production of products of the brand, over the past 80 years, are analysed for constructs of affective content and the overall values expressed. Findings The results provide evidence that the attributes of some branded products produce cognitive conditions that cycle in a manner that is predictable, with change points corresponding to new product introductions. Practical implications Through understanding cognitive reactions to the branded product, that may be discreetly deconstructable and anticipated, advantageous product attribute development can progress with some certainty. Further, new product launches can be timed to coincide with receptive consumer conditions supported by appropriate attribute emphasis. Originality / value This paper applies a theory, which has been proven to exist in a number of artistic genres, to the brand for the first time. Its contribution is twofold; firstly, to expand developing knowledge into the 2 cognitive processing of the branded product; and secondly, to introduce an informative process to product and brand development activities.
In support of the US Army Mission System Architecture Demonstration, Adventium Labs conducted a series of interviews and demonstrations to determine requirements, best practices, and available tool capabilities for building and maintaining an Authoritative Source of Truth (ASoT). An ASoT is a capability that gives definitive answers to queries about a target collection of systems. An ASoT should make information discoverable, enable controlled information sharing, and maintain traceability across time and organizations. The challenges to establishing an ASoT include limited standards adoption by tool vendors, entrenched workflows, and data rights management needs. The systems engineering community can overcome these challenges by keeping ASoT needs at the forefront when planning engineering activities, investing in open and flexible standards for information sharing, and leveraging emerging connectivity tools and model-based systems engineering methods.
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