IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01990369.html
   My bibliography  Save this paper

Conveying personality traits through product design for a symbolic product

Author

Listed:
  • Laure Jacquemier-Paquin

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Gaëlle Pantin-Sohier

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Caroline Lancelot Miltgen

    (Audencia Recherche - Audencia Business School)

Abstract

Product design, through its sensory attributes, plays a major role in product perceptions and its consumers' understanding. These attributes convey rich symbolic associations and contribute to shape a brand image and some personality traits. A natural flower is a singular product, expressive and particularly evocative through its design. The expressive and leaving nature of flowers make us consider them as brands, owing human-like traits. An experiment being run on two flowers' species (tulips and roses) with 509 French participants shows how the shape of the flower (pointed or rounded petals) and the brightness of its color (pink for the lighter and burgundy for the darker color), influence the perceived flower's character, with gender as a moderating variable. The findings confirm the power of design to shape consumers' perceptions, especially for symbolic products such as flowers.

Suggested Citation

  • Laure Jacquemier-Paquin & Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2018. "Conveying personality traits through product design for a symbolic product," Post-Print hal-01990369, HAL.
    • Handle: RePEc:hal:journl:hal-01990369
    Note: View the original document on HAL open archive server: https://hal.science/hal-01990369
    as

    Download full text from publisher

    File URL: https://hal.science/hal-01990369/document
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Naïs Segond & Gaëlle Pantin-Sohier & Ronan Symoneaux & Allan Maignant, 2020. "Perception Et Caracterisation Des Innovations Dans Le Secteur Du Vegetal D'Ornement : Une Etude Exploratoire," Post-Print hal-03260918, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01990369. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.