The Value of not being too Unusual

Button reports that “Eye tracking methods and measurements were employed to empirically examine if attention can predict consumer judgements and behavioural outcomes. . . .     Findings reveal the importance of the grille as a feature that consumers rely on to recognize and make judgements about a vehicle’s design. This study also confirms Mandler’s hypothesis (1989) that a moderate level of prototypicality is preferred by consumers when evaluating vehicles, suggesting that a vehicle’s design elements should be moderately unique so that…

Become a member and log in to view this content and all the articles on The Space Doctors!

Please click here to sign up

Already a member? Log in here