Perspective: A Review of Marketing Research on Product Design with Directions for Future Research

Abstract

The authors provide synthesized summaries of research on product design conducted over the 20-year period from 1995 to 2014, as Practitioner Points• Offers managers a comprehensive, structured view of design and an ability to better plan their use of design.• Identifies and develops a broad array of strategic elements of design to balance a traditional focus on its aesthetic role.• Highlights tactical suggestions to improve efficiency, optimization, and performance.• Identifies seven design trends which have implications for managerial challenges and opportunities.

Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern

“…Furthermore, visual signals are processed quickly and automatically (Luna & Peracchio, 2003;Paivio, 1971;Townsend & Kahn, 2013;Unnava & Burnkrant, 1991). Verbal package elements are considered to be concrete and related to more intentional cognitive processing.…”

Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation

“…Previous researches have been done on how consumers process eco-designed market alternatives (Kronrod et al, 2012;Luchs et al, 2015) and the effects of ecological cues on consumers' purchase intention(Tobler et al, 2011; Koenig- al., 2014). However, most of the authors have taken into account the effect of environmental concern on purchase intentions of ecological alternatives (Kilbourne and Pickett, 2008;Bamberg, 2003).…”

Management science in the era of smart consumer products: challenges and research perspectives

“…Finally, we agree with Luchs et al (2016) that in the last decade "technical developments such as 3D printing, computer simulation, augmented reality, and online mass customization toolkits have increased the possibilities of assessing consumer response to experiential product attributes in concept optimization". Smart products increasingly stretch business models and the product development process beyond the point of sale (Mayer 2010;Körling 2012).…”

“…As organizational and/or procedural topics like these are more or less the same for smart and for non-smart products we refrain from putting a stronger focus on them. Finally, with respect to challenges that correspond with product concept development in phase (b), Luchs et al (2016) point out that "significant prior research has addressed the difficulties of predicting a product's market acceptance." Accordingly, there has been "an emphasis on identifying the optimal product configuration from a set of possible product attributes and attribute levels, which is used as input for product design."…”

“…Luchs et al 2016). In all three phases both qualitative and quantitative approaches can be used to support management decisions.…”