Imène BELBOULA, Blida 2 University 5th International Consumer Brand Relationships Conference The effect of the attitude toward product design on the attitude toward new product brand: implicit and explicit measures Imène BELBOULA, Blida 2 University Porto May, 18‐20, 2017

Research problem The brand plays an important role in the success of new products Major problem facing marketers: The history of innovation is full of examples of failures of new product launches. The evaluation processes is not always conscious and controlled; it is based on two iterative processing loops: automatic processing controlled treatment The implicit cognition allows it to enrich the concept of attitude in marketing?

Affective priming task (APT) Thories mobilized Implicit social cognition: A model of Dual attitudes (Wilson, Linsey and Scholler 2000) Persuasion (McKenzie, Lutz and Belch1986) The iterative-reprocessing model (Cunningham and Zelazo, 2007) Affective priming task (APT)

Implicit and Explicit mecanismes Explicit Attitude questionnaire (Osgood scales) Explicit evaluative processes Controlable response Explicit measurement Implicit evaluative processes Evaluative processes Automatic response Implicit measurement Implicit Attitude Affective priming task Stimulus Design

Research hypothesis H1 : Product design implict attitude Apd has signifiant and positive influsence on the product brand implicit attitude Apb H2 : Product design explicit attitude Apd has signifiant and positive influsence on the product brand explicit attitude Apb H 3 : Product brand implict attitude has signifiant and positive influence on the intention to purchase the product. H4 : Product brand explicit attitude has signifiant and positive influence on the intention to purchase the product.

Conceptual framework Product design stimuli implicit attitude towards product design (Apd) explicit attitude towards product design (Apd) Purchase intention (PI) implict attitude towards brand product (Apb) implict attitud towards brand product (Apb)

Method 3 designs E-prime software Questionnaire

E-Prime Software

Affective priming Protocol Test sequences Distractive sequences * ##### Music fixation point prime mask target * ##### Fabre fixation point prime mask target Rapid Response Strong association * TriZone ###### Cake fixation point prime mask target Slow Response Weak Association

Mean and standard deviation Crombach’alpha Joreskog Rhô Rho pvc Explicit attitude toward product design 4,33/1,50 0,92 0,850 0,59 Explicit attitude toward new product brand 5,05/1,22 0,87 0,88 0,64 Implicit attitude toward product design 892,72(125,22) 0,93 0,96 0,73 Implicit attitude toward new product brand 633,10(224,28) 0,89 0,91 0,72 Purchase Intention 4,18/1,55 0,90 0,75

Results: Relationships among explicit attitude toward product design, explicit attitude toward new product brand and purchase intention (Full médiation ) 0,17 PI APD ANPD 0,37 0,27 APD PI 0,070

Results: Relationships among implicit attitude toward product design, implicit attitude toward new product brand and purchase intention 0,0002 PI APD ANPD 0,8477 0,0001 APD PI 0,0001

Conclusion Implicit cognition permits also to add substantial value to the implicit product design evaluation: The attitude to design is an antecedent of attitude toward the brand. The attitude to the design permits to initiate an affect transfer process. The affective priming test reveals associations generated by the product design not explicitly reported. The affective priming with affective decision task can be efficiently used to evaluate build a affective network around a product design. The use of a double measure, implicit and explicit allows better assessment of the impact of design on the attitude of product design.

Neural circuitry that underlies evaluation

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