PVC-LOT-004-D-137

This article discusses the role of embodiment in judgment and choice to (a) attain clarity on conceptual and methodological issues by presenting a literature review of prior empirical research on embodiment, (b) gain an integrative view on the topic of embodiment in judgment and choice by proposing somatic marker theory as a unifying conceptual framework for bridging cognition and affect in terms of embodiment, and (c) discuss and clarify ideas and directions for further research on the topic

Embodied Cognition and New Product Design: Changing Product Form to Influence Brand Categorization

This article explains how embodied cognition and perceptual symbol systems enable product designers to influence consumers by communicating key perceptual features through subtle changes in product design elements. In this way, managers can change perceptual design elements to support line extension strategies. More specifically, design changes can be used as a tool to help evolve consumer perceptions of a product's uses and brand category membership. The role of perceptual symbols in product design is illustrated by a well-known off-road motorbike brand that planned to extend into the street motorbike segment. In order to facilitate consumer acceptance of a street motorbike from this off-road brand, the firm gradually introduced models containing an increasing number of elements of street motorbikes over a period of several years. The authors use this example to show how typical design elements of the target product category can be effectively integrated with design elements of the current product category by simply modifying key characteristics of product-shape attributes. This process is further tested in an experiment, where motorbike models differing slightly in key product features (e.g., product shape) were rated on their resemblance to street or off-road motorbikes. The results show a strong effect of these design changes on brand-category membership. Managerial implications of this approach and future research directions are discussed

Product Design Perception and Brand Categorization

The authors propose a theoretical framework for the perceptual processing of information picked up from product design elements (such as product form) and its influence on consumers' conceptual knowledge and categorization of brands. The proposed theory of consumer knowledge and brand categorization draws from the ecological approach to visual perception, principles of object recognition by components in perceptual psychology, and the emerging perception-based theory of cognition as a perceptual symbol system. The authors describe four bases of brand categorization derived from product design information, provide examples of each, review empirical findings, and discuss implications for consumer research and new product design

Product Design Perception and Brand Categorization

The authors propose a theoretical framework for the perceptual processing of information picked up from product design elements (such as product form) and its influence on consumers' conceptual knowledge and categorization of brands. The proposed theory of consumer knowledge and brand categorization draws from the ecological approach to visual perception, principles of object recognition by components in perceptual psychology, and the emerging perception-based theory of cognition as a perceptual symbol system. The authors describe four bases of brand categorization derived from product design information, provide examples of each, review empirical findings, and discuss implications for consumer research and new product design

Embodied Cognition and New Product Design: Changing Product Form to Influence Brand Categorization

This article explains how embodied cognition and perceptual symbol systems enable product designers to influence consumers by communicating key perceptual features through subtle changes in product design elements. In this way, managers can change perceptual design elements to support line extension strategies. More specifically, design changes can be used as a tool to help evolve consumer perceptions of a product's uses and brand category membership. The role of perceptual symbols in product design is illustrated by a well-known off-road motorbike brand that planned to extend into the street motorbike segment. In order to facilitate consumer acceptance of a street motorbike from this off-road brand, the firm gradually introduced models containing an increasing number of elements of street motorbikes over a period of several years. The authors use this example to show how typical design elements of the target product category can be effectively integrated with design elements of the current product category by simply modifying key characteristics of product-shape attributes. This process is further tested in an experiment, where motorbike models differing slightly in key product features (e.g., product shape) were rated on their resemblance to street or off-road motorbikes. The results show a strong effect of these design changes on brand-category membership. Managerial implications of this approach and future research directions are discussed

Embodiment in Judgment and Choice

This article discusses the role of embodiment in judgment and choice to (a) attain clarity on conceptual and methodological issues by presenting a literature review of prior empirical research on embodiment, (b) gain an integrative view on the topic of embodiment in judgment and choice by proposing somatic marker theory as a unifying conceptual framework for bridging cognition and affect in terms of embodiment, and (c) discuss and clarify ideas and directions for further research on the topic