5 March 2020, by customer insight
Prof. Dr. Mark Heitmann and Dr. Thomas Schreiner publish their research on product design in the Journal of Marketing Research.
What we recognize easily, we find more beautiful - and that has an impact on our purchasing decisions. Mark Heitmann and Thomas Schreiner from the Chair of Marketing & Customer Insight at the University of Hamburg have for the first time used objective design features to investigate how brands can take advantage of this fact and discovered differences between known and unknown brands.
You can find the publication in the Journal of Marketing Research here.